Sainsbury's to sponsor ITV drama

Supermarket giant Sainsbury's will sponsor ITV's Showcase Drama package in a two-year deal.

ITV's new drama series, 'The Trials of Jimmy Rose'
ITV's new drama series, 'The Trials of Jimmy Rose'

The fully integrated package, due to begin on Sunday, 6 September, includes broadcast, online, and mobile.

The sponsorship, believed to be worth about £10 million, is part of the new Sainsbury’s food strategy and will be a core element in bringing its continuing ‘Live well for less’ motto to life.

The ITV Showcase Drama package spans a selection of ITV’s dramas, including Doc Martin, Prey, and new programmes due to launch such as Unforgotten and Peter and Wendy.

Gary Knight, the commercial content director for ITV, said: "ITV’s track record in drama is unrivalled in the commercial sector and our Showcase Drama package features some of the best new and returning drama on UK television. We are delighted to have secured an equally premium partner in Sainsbury’s as the sponsor of this prolific property."

The sponsorship was planned and negotiated by PHD and the idents will be created by Abbott Mead Vickers BDDO.

Annie Dawson, head of campaign management at Sainsbury’s, said: "We’re passionate about offering great quality, everyday food to inspire households that are cooking the meals that matter to Britain.  As part of our Twist your Favourites campaign, we hope our sponsorship of ITV’s Showcase Drama will play a great part in reaching our customers."

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