Sainsbury's agrees ITV1 sponsor deal

Sainsbury's has signed up to sponsor ITV1's drama premieres for the next 12 months replacing HSBC, which has held the £2 million deal for the past eight years.

Airing from April, the sponsorship idents mark a change in strategy for the supermarket, which has traditionally spent its marketing budget on TV commercials.

The idents, by Abbott Mead Vickers BBDO, feature the voice of Sainsbury's frontman, Jamie Oliver. The first of several 30-second spots shows a couple rushing to prepare a TV dinner in time for the start of the show, using Oliver's recipes, which will be available as recipe cards in-store and online.

The deal was negotiated by ITV Sales and planned by Drum PHD.

Helen Buck, the director of brand communications at Sainsbury's, said: "For the first time, this moves Sainsbury's out of the ad break and into the space that viewers are tuning in for, and gives us access to the right people in the right place."