PG Tips sponsors Aardman's Creature Comforts on ITV

LONDON - Tea brand PG Tips has signed a deal to become on-air sponsors of the new Aardman Animation series 'Creature Comforts'.

In a six-figure deal, PG Tips' Freeflow Pyramid Bags will be promoted through sponsorship of the series, which is based on the award-winning 1989 short film of the same name.

The deal includes 15-second beginning and end credits idents and five-second break bumpers.

The credits feature the T Birds, the characters in PG Tips' ad campaign, which hit the screens in January.

Fiona Forbes, PG Tips UK brand manager, said: "This is an exciting development for PG Tips because 'Creature Comforts' not only encompasses the same brand values as our T Bird characters but they are also made by Aardman."

In the latest ad campaign for Unilever-owned PG Tips, the T Birds are seen in a recreation of a typical household of 20-something housemates. They replaced the longest-running ad campaign in British TV history, the family of talking chimpanzees, which had been on air since 1956.

The birds were created by Aardman Animation, also responsible for 'Creature Comforts', which is directed by Nick Park, the Oscar-winning director of animated films such as 'The Wrong Trousers' and 'Chicken Run', who is best known for the characters Wallace and Gromit.

Aardman Animation is famous for the early 90s Heat Electric campaign featuring characters from the original 'Creature Comforts' film, including tortoises and penguins.

The ads were voted the fourth-best campaign of all time by Channel 4 viewers, behind Guinness, Smash and Tango.

The deal was negotiated by Debbie Fryett, account manager at Unilever's sponsorship agency MGA Broadcasting, with Granada's Stewart Hunt and Tanya Krempel.

Fryett said: "PG Tips and Aardman already have an excellent business partnership, so the opportunity to sponsor 'Creature Comforts' and enhance the association makes perfect sense to trade and consumer alike."

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