Fruittella becomes headline sponsor of ITV’s brand new show ‘Little Big Shots’
Posted by: Maxus
Date added: Fri 23 Dec 2016
The TV series showcases and celebrates the world’s most talented children. In a deal brokered by Chorus, the campaign will see Fruittella’s idents feature at the beginning and end of every ad break during Little Big Shots’ primetime slot, as well as on the ITV Hub and multichannel repeats.
Chorus, the specialist partnerships division at Maxus, will manage the relationship between Fruittella and ITV for the entirety of the campaign.
The activity targets mothers and aims to establish Fruittella as their preferred treat for their families, building brand awareness and emotional sentiment towards the Fruittella brand. This will be achieved by focusing on the brands new ‘30% Less Sugar’ offering, a new innovative product that combines even more fruit juice with natural flavours to deliver Fruittella’s unmistakable fruity taste whilst containing 30% less sugar.
The video idents will be created and produced by McCann, focusing on Fruittella’s ‘lovely little wins’ positioning.
Little Big Shots will shine the spotlight on some of the world’s most talented children. With no prizes at stake, no winners or losers and no competition, this programme is simply a showcase for three to thirteen year olds to take to the stage and show that you don’t have to be a grown-up to be a star performer. It will be presented by award winning actress and comedienne Dawn French.
Matthew Navier, brand manager at Fruittella, commented: “Sponsoring the launch of a programme like Little Big Shots allows us to capitalise on the excitement and buzz around a new show, as well as the established affinity between ITV and its reputation for championing British talent. The high profile nature and length of the campaign provides an ideal platform from which to drive longer term brand awareness and brand affinity. There’s fantastic synergy between Fruittella and Little Big Shots in making family time that little bit better.”
Saj Nazir, head of Chorus at Maxus, added: “Little Big Shots is the perfect show for Fruittella to sponsor. Not only is it brand new to the UK, giving Fruittella a great opportunity to build association from the start, the format is all about celebrating young talent, aligning to the brand’s ‘lovely little wins’ messaging. The target audience fits perfectly and the volume of people watching during ITV’s primetime slots ensures maximum brand exposure. Sponsorship will also allow high frequency and repetition of Fruittella’s messaging, resulting in increased familiarity and recall of the brand amongst parents.”
This is Maxus’ fourth campaign for a Perfetti Van Melle UK brand since its appointment in November as the confectionery and chewing gum manufacturer and distributor’s lead media agency.
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