Channel 4 has struck a new partnership between kitchen appliance brand Hotpoint and its weekly magazine show ‘Sunday Brunch’.
The one-year partnership includes programme sponsorship; using idents to showcase the brand’s new built-in cooking collection, as well as product placement and a licence that allows Hotpoint to use the ‘Sunday Brunch’ logo on its digital platforms. The sponsorship idents, created by J Walter Thompson, reflect Hotpoint’s latest TV ad campaign which showcases warmth and tradition in a modern kitchen setting.
Hotpoint’s sponsorship launched on Sunday (September 11) and is a first for Hotpoint to include a product placement and licence deal. The product placement will showcase Hotpoint’s kitchen appliances during the programme’s cooking segments, with the ‘Sunday Brunch’ kitchen revamped with an extensive range of the brand’s large Hotpoint kitchen appliances, including its new built-in cooking collection.
Rob Ramsey, partnership leader at Channel 4 said: “Hotpoint is the perfect fit for ‘Sunday Brunch’ and we’re thrilled to be able to work with them to create a holistic package combining sponsorship, product placement and licencing. This partnership will be a potent way of showcasing their range of quality appliances both in and around the show, and extending the relationship with the Sunday Brunch brand across multiple consumer touch points.”
Georgia Carrano, senior brand manager for Hotpoint, said: “Sundays are about getting together with friends and family to enjoy a home cooked meal, and at Hotpoint, we know that caring for friends and family is what matters most in life. Getting together to watch ‘Sunday Brunch’ is a Sunday ritual for many UK consumers, and we’re very excited to be sponsoring a programme that shares our brand values and has cooking at its heart.”
Hotpoint previously sponsored a range of cookery programmes on UKTV.
Presented by Tim Lovejoy (left) and Simon Rimmer, ‘Sunday Brunch’ features cookery and interviews with celebrity guests and is broadcast live on Channel 4 on Sunday mornings