Halfords attaches itself to weather on Channel 4

Specialist motoring and cycling retailer Halfords has signed a 12-month deal to sponsor Channel 4's weather bulletins with idents promoting its in-store services.

The sponsorship covers bulletins broadcast in the early peak-time schedule seven days a week, as well as weekday lunch times.

The 10-second creatives feature driver or cyclist perspectives of car and bike journeys in a range of weather conditions, each promoting a different service offered by the brand. They carry the message "Ready for anything".

They were created by Karmarama, and the partnership was brokered by 4Sales and Carat Manchester.

Halfords appointed Karmarama to its advertising account last April, having previously worked with Mother.

James Arnold, marketing director at Halfords, said: "Getting ready for any kind of weather conditions is central to the Halfords brand, so being able to communicate to viewers as they get the latest weather forecast seemed like a natural fit.

"The Channel 4 Weather partnership gives Halfords a consistent daily presence to demonstrate our unique power to make customer journeys better and showcase the range of products and services that will make this possible."

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