Brands sign Oliver C4 placement deal
Products from Uncle Ben's and Yeo Valley will appear in the new Jamie Oliver cookery series, Jamie's 15-Minute Meals, on Channel 4.
The broadcaster has signed a product placement deal with the brands and Uncle Ben's, owned by Mars, will also sponsor the 40-episode series, which begins in the autumn.
Some of the recipes in the show will include Uncle Ben's products. Yeo Valley's fat-free yoghurt will also feature.
The deal was negotiated by Channel 4 and Oliver's production company, Fresh One, with ZenithOptimedia's Newcast division.
Since paid-for product placement became legal in February 2011, Channel 4 has hatched deals with L'Oréal and Nokia for its youth-focused soap Hollyoaks.
Vicky Kell, Channel 4's business manager, partnerships, said: "We're confident that the active usage by Jamie will lead to a tremendously effective campaign and, as such, we'll be investing in research to help us prove this."
This article was first published on campaignlive.co.uk
- Head of Marketing, Beauty Blue Skies Marketing Recruitment £60000 - £100000 per annum, London
- Client Services/ Head of Commercial/ Business Development Premier Media £45000 - £55000 per annum + up to 20% bonus, London
- Digital Producer - Games Digital Gurus £35000 - £45000 Per Annum, London
- Sales and Marketing Manager Stopgap £30000 - £40000 per annum, London
- Head of SEO Ultimate Asset £50000 - £65000 per annum + Amazing Benefits, London
- ASA receives 240 complaints about Sainsbury's Christmas ad
- John Lewis Christmas ad gets three times more views than Sainsbury's in first 24 hours
- Watch: The Post Office's first Christmas TV campaign in five years
- Watch: Ant and Dec star in Morrisons' festive campaign
- DigitasLBi is on hunt for new media leader as Ling exits
- Samsung launches first Christmas TV campaign in the UK