Hotpoint sponsors Good Food Channel

Hotpoint Appliances is sponsoring the Good Food Channel's World of Flavour strand in a six-figure deal, with idents running until September next year.

The channel, which is owned by UKTV, will feature the idents around a variety of cookery programmes such as David Rocco’s India, Luke Nguyen’s Vietnam, Rachel Khoo’s Kitchen Notebook: Cosmopolitan Cook, Rick Stein’s Mediterranean Escapes, and Valentine Warner Eats Scandinavia.

Max Garner, the creative director at Dentsu’s content team, and Jon Grafton, the production director at Dentsu’s content team, developed four idents. Paul Leach was responsible for art direction and copywriting. Jess-Scott-Hunter directed the film through Dentsu Aegis Network.

The films showcase Hotpoint’s small and large appliances such as a digital kettle, a steam blender, a slow juicer and an oven.

Ian Moverley, the Hotpoint digital and communications director, said: "Sponsorship of UKTV’s Good Food will allow Hotpoint to align with quality cooking programmes that our key audience interact with regularly in order to indulge in their passion for cooking."

Melanie Ball, a partnerships account manager at Channel 4 and Gemma Andrews, a creative solutions manager, Carat @Amplifi, brokered the deal.

Andrews said: "Hotpoint wants to build credentials as a cooking brand aligning with compelling content that conveys it as the most-loved appliance partner for your kitchen, whilst still keeping consumers at the heart and helping them to indulge in their passion for cooking."

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