Fray Bentos sponsors ITV4 with telly addict idents

Fray Bentos, the Baxters food brand, is sponsoring ITV4 with idents showing a man addicted to watching TV.

The airtime value of the package is £1.5 million and MediaCom brokered the deal, which lasts for one year.

The idents, created by Hometown, will be shown around programming between 9pm and 6am, apart from football and films.

They show a man tucking into a Fray Bentos meal whilst watching TV. His wife tries to lure him away but he responds with tongue-in-cheek comments so that he can go back to his pie or pudding.

The ten-second films were created by Luke Till and Lawrence Bushell, and directed by Stuart Elliot through Park Village.

David Gamble, a creative director at Hometown, said: "I was surprised by the sheer number of people with fond but distant memories about Fray Bentos. It’s a pie in a tin but it evokes so much emotion.

"There is a fantastic opportunity to rekindle these latent affections and create a role for the brand with a younger audience. This fun campaign is hopefully just the start of this revival."

Fray Bentos awarded Hometown its advertising account without a pitch. Apart from a radio campaign, the brand has not run an above-the-line campaign in years.

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