Whirlpool’s cooking appliance brand Hotpoint, has announced sponsorship of Channel 4 cookery programme, Sunday Brunch.
The sponsorship sees the Sunday Brunch kitchen kitted out in Hotpoint’s latest cookery range with plenty of product placement and idents echoing Hotpoint’s new T.V advertising campaign.
The sponsorship was announced at Channel 4 headquarters in London on Thursday September 9th ahead of the first episode featuring the partnership, which aired on Sunday 11th.
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.”
Emma Hardy, managing director at Princess Productions said: “We are delighted to be working with Hotpoint and Channel 4 on this exciting new deal. Sunday Brunch lends itself perfectly to organic product placement and Hotpoint is a great brand fit. We always look forward to building new partnerships in the branded content sector.”
The news of the sponsorship follows Sunday Brunch winning Best Food Show at the TV choice Awards.