Rowntree's to sponsor Film4

Rowntree's, the Nestle sweets brand, is to sponsor the 9pm film on Film4 every day after signing a seven-figure deal with Channel 4 for a year.

The idents were created by J Walter Thompson and show film stars requesting sweets in their dressing room, such as a tower of Fruit Pastilles.

The films were created by James Hobbs and Jeremy Little and were directed by Joel & Jamie through 2AM. The ads will first air on 11 May and will be supported by social media and outdoor executions.

The partnership will begin on Monday for The American, starring George Clooney.

Jo Bennett, the Rowntree's senior brand manager at Nestlé, said: "This exciting new partnership with Film4 will enable us to bring to life our unique and playful family of sweets, reminding our consumers just how special they are."

The deal was brokered by Lucy Hughes, the Channel 4 Sales group partnerships manager, and Glenda Goveia, the group partnerships director at ZenithOptimedia.

Rupinder Downie, the partnership controller at Channel 4, said: "This partnership provides Rowntree’s with the perfect daily platform to showcase the variety and range of their products to Film4’s receptive audience."