Negotiated by Heinz's media agency Starcom and Kerry Wilkinson and Jenny Lomas of Sky Media Sales, on behalf of Discovery, the deal will include on-air sponsorship, interactive applications and a DVD special.
Heinz Farley's "Follow on Milk" will sponsor Discovery Health's entire Baby Talk programming strand from late August 2004 for twelve weeks.
The sponsorship package also includes a five-day Pregnancy Week special in September and interactive TV activity throughout the sponsorship period.
Discovery Health will also create a one-off DVD to be distributed to 320,000 new mums along with Heinz's own magazine Tiny Tums. Discovery Health will produce the DVD content, in consultation with Heinz.
The sponsorship content will be developed by an in-house production team alongside WCRS.
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