Brands sign Oliver C4 placement deal

By Maisie McCabe, campaignlive.co.uk, Thursday, 28 June 2012 11:00AM

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.

Jamie Oliver: new C4 show will feature Uncle Ben's and Yeo Valley products

Jamie Oliver: new C4 show will feature Uncle Ben's and Yeo Valley products

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

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Account Manager Major Players £25000 - £32000 per annum, London