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ITV, Syco and Carat announce integrated partnership with Anchor for Food. Glorious. Food

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ITV, Syco and Carat announce integrated partnership with Anchor for Food. Glorious. Food
ITV Commercial, Syco and Carat today announced that Arla Foods has entered a partnership with the brand new cooking show Food. Glorious Food.  As part of the partnership, Anchor Butter will become the fully integrated sponsor of the new series, which will launch on ITV on Wednesday 27th February at 8pm.  In addition, Carat has conceived and negotiated an off-air licensing agreement between Arla Foods and Syco to leverage this complementary association.
The multi-platform package was negotiated by ITV Commercial, Syco and Carat on behalf of Anchor Butter. The on and off-air partnership will be activated through broadcast, online, mobile and licensing elements - bringing both brands to as many fans as possible. To amplify this exciting partnership further, Carat developed the opportunity for Anchor to team up with one of the judges of the series, Stacie Stewart (MasterChef finalist) as a brand ambassador.  This mutually beneficial relationship between Anchor and Food. Glorious. Food. evolved as they both celebrate the stories behind the food, and the people who made them. The sponsorship idents will be produced by CHI. 
One of the nation’s most loved butter brands, and no. 1 block butter brand in the UK1, Anchor has always adopted a down-to-earth, warm and approachable brand personality. This year, Anchor plans to build on this further with their vision to be the social-glue that brings people together around food, evoking the Tastes Like Home creative message throughout all their communications. Through the broadcast sponsorship, off-air association and license, and celebrity endorsement, the partnership aims to support Anchor’s “Tastes Like home” proposition and further enrich Anchor’s growing social community.
Louise Turnbull, Senior Brand Manager at Arla Foods said: “The Food. Glorious. Food. association is perfect for Anchor’s 'Tastes Like Home' positioning. Our Tastes Like Home message is centred around Anchor being the social glue that brings people together around food. We want to emotionally engage with our consumers, celebrating the everyday moments around food and the pleasure surrounding these. This integrated partnership is a great way to engage with our target audience tapping into the moments in life in which food plays a role. We hope to drive engagement and conversation around our audience's  “Tastes like Home” message by encouraging them to visit our website and share their recipes and the stories behind them.” 
Candie Rummery, Sponsorship Sales Manager, ITV said: “We are delighted to welcome Arla Foods to ITV in their first sponsorship with the network. We believe Food. Glorious. Food is a great brand fit for Anchor and we look forward to activating the partnership both on and off air bringing the show to viewers in new and exciting ways.”
Naomi Edler, Commercial Director, Syco TV said: “Food. Glorious. Food is a new format that we’re incredibly proud of and excited about – and shows how Syco is continually breaking into new areas in our quest for talented people from all walks of life.  We couldn’t be more pleased to welcome Anchor to join us on this adventure.” 
Amanda Burningham, Director of Media Partnerships at Carat said: “We saw great synergy between the premise of Food. Glorious. Food and Anchor’s ‘Taste likes Home’ creative brand platform. Food brings people and communities together, and this is echoed in every facet of this truly integrated partnership.” 
Food. Glorious. Food is a new format, made by Syco (producers of The X Factor, and Britain’s Got Talent) and Optomen (Two Fat Ladies, The Naked Chef and The Great British Menu) in which a dedicated panel travel the country in search of the very best home cooked recipes. The competition is open to everyone and the nation will watch as the contestants battle it out in huge tasting sessions for the chance to win a major cash prize and an opportunity to cook for the country. At the end of the series one very special dish will be available to buy at M&S stores across the country, with 40p from each package sold going to Great Ormond Street Hospital.
1 Nielsen value sales 52 w/e 19th 2013.
About ITV plc:
ITV is the largest commercial television network in the UK. It is the home of popular television from the biggest entertainment events, to original drama, major sport, landmark factual series and independent news. It operates a family of channels including ITV, ITV2, ITV3 and ITV4 and CITV which are broadcast free-to-air. ITV is also focused on delivering its programming across multiple platforms including, video on demand on cable television and other ‘closed’ platforms, mobile devices and games consoles. ITV Studios produces and sells programmes and formats in the UK and worldwide, and comprises of ITV’s UK and international production operations, international distribution, home entertainment, publishing, merchandising and licensing.
About Carat:
Carat is the world's largest independent media communications specialist and the market leader in digital and diversified media solutions. Owned by Aegis Group plc, Carat was established in 1968 as the world’s first media agency. Since then it has grown to become more than 5,000 people in 70 countries worldwide, planning and buying media campaigns for many of the world’s leading brands. Today, digital technology has created a new era of media. Carat’s vision is to use media in new ways to drive business value for our clients. Carat. Redefining Media.