Published: Fri 20 Dec 2013
- Innovative partnership to be supported across on-air, on-pack and digital platforms -
ITV Commercial and Dolmio®, today announced an exciting new campaign targeting families watching ITV on Saturday night. The innovative partnership will be supported with activity on-air, on-pack and across digital platforms.
The partnership, negotiated by ITV Commercial and ZenithOptimedia and planned by Mediacom on behalf of Mars. Incorporated., will encompass a series of humorous ads starring the Dolmio® family of puppets. The bespoke ads will showcase family enjoyment and togetherness featuring the strapline “Dolmio® bringing families together on Saturday night with ITV”. The campaign will kick off on-air on 28th December on ITV’s flagship channel, and continue to air within prime time family shows on Saturday nights across 2014.
As part of the partnership, Dolmio® will also run a competition in collaboration with ITV, offering customers the chance to win a number of ITV experiences including tickets to shows and VIP experiences across the broadcaster’s portfolio of programmes. Competition activity will be featured on packs across Dolmio’s product range in stores around the UK, and will be supported by digital activity.
Ruth Snowdon Gough, Italian portfolio Director at Dolmio®, said: “Dolmio® really is the spark that brings people together. Our family favourite Italian inspired meals help get conversations going and laughter flowing around the table. Working with Saturday nights on ITV will allow us to create more of these moments for families everywhere in 2014.”
Gary Knight, Commercial Content Director at ITV, said: “Dolmio® are a perfect fit for this unique partnership with ITV as both brands epitomize the core family values that underpins our viewing audience. The innovative activity is a great example of how ITV can work closely with advertisers to reach specific audiences and we are hugely delighted to accompany Dolmio® in what promises to be a highly dynamic campaign.”