The one-year deal includes idents being created to showcase the brand’s built-in cooking collection, as well as product placement and a licence that allows Hotpoint to use the Sunday Brunch logo on its website.
The sponsorship idents, created by J Walter Thompson London, will reflect Hotpoint’s latest TV ad campaign which portrays warmth and tradition in a modern kitchen setting.
Hotpoint has previously sponsored a range of cookery programmes on UKTV's The Good Food Channel but the Sunday Brunch sponsorship is the brand’s first product placement deal. Launching this Sunday (11 September) Hotpoint kitchen applicances will be used during the programme’s cooking segments.
The deal was brokered by Sam Knight, senior manager at The Story Lab, Carat’s specialist content division and Melanie Ball, partnerships account manager at Channel 4.
Georgia Carrano, senior brand manager for Hotpoint, said: "Sundays are about getting together with friends and family to enjoy a home cooked meal, and at Hotpoint, we know that caring for friends and family is what matters most in life.
"Getting together to watch Sunday Brunch is a Sunday ritual for many UK consumers, and we’re very excited to be sponsoring a programme that shares our brand values and has cooking at its heart."