This month Appletiser, the premium soft drink brand from Coca-Cola Enterprises, will be the official sponsor for ITV1’s new Friday night primetime show, Marco’s Kitchen Burnout. The sponsorship includes broadcast and online activity and will feature Appletiser, Peartiser and Fruitiser variants throughout the series.
‘Marco’s Kitchen Burnout’ is a seven-part entertainment series that sees Marco Pierre White back on ITV1 with TV’s toughest celebrity cooking challenge yet. Twelve celebrities will be cooking in a professional kitchen for diners all on their own for the very first time. They will be under Marco’s watchful eye and the pressure will be relentless from the start.
The increased awareness of the Appletiser family, driven by the sponsorship, is set to increase consumer interest and will show how well Appletiser, Peartiser and Fruitiser go with food, particularly as drinks in some form are present at 74% of all UK evening meals . The focus on the ‘with food’ occasion will help drive purchase amongst consumers looking for a drink to enjoy at mealtimes and will also highlight a premium soft drink option for restaurant or bar goers where around one in four people enters just wanting a soft drink .
With the summer months approaching, the demand for a range of soft drinks will increase, including the everyday premium offering which the Appletiser range provides. This, coupled with the awareness driven by the ITV1 sponsorship will give retailers and licensees an increased opportunity to drive their soft drinks sales.
Andy Thompson, Senior Brand Manager, Appletiser said:
“Marco’s Kitchen Burnout is a perfect link for Appletiser. We want to showcase how well the Appletiser family goes with food, and the reach a major ITV1 show gives us is a great starting point for our massive campaign in 2010. The line that consumers will see throughout the sponsorship is ‘Appletiser complements food beautifully’.
“It’s great for the brand to be back on TV and we’re expecting an uplift in demand from existing Appletiser drinkers and new consumers, keen to trial the range. Retailers and licensees should ensure they benefit from the increased exposure by stocking up and increasing visibility of the range in their outlet”.
Kirsten Gillard, Sponsorship Manager, ITV Commercial, said:
This is the first time Appletiser have sponsored a show on ITV and we are thrilled to have such a popular brand associated with an exciting new format. Appletiser were looking to align themselves with food-based programming and strengthen their association around meal times and this brand new primetime show on ITV1 is the perfect platform from which to showcase the Appletiser range, including their Pear and Fruit varieties”.