Müller Corner is to sponsor Channel 4 prime-time game show Deal or No Deal for twelve months, beginning on February 15, as part of a 2010 strategy to celebrate the brand’s core values and engage in an ongoing dialogue with the key Müller Corner consumers.
The partnership, brokered by MediaCom Beyond Advertising, provides Müller Corner with the prime opportunity to reach a new incremental consumer - 45yrs+ empty nesters looking for a healthy balanced lifestyle, a segment of the market that viewers of Deal or No Deal over-index heavily on.
The programme reaches 70% of housewives and 66% of all adults and over the last two years has consistently been one of the top rated series in daytime commercial terrestrial TV.
Müller Corner’s creative content will begin with a focus on the launch of Müller Bio Yogurt Corner and throughout the twelve month period will help to launch further new lines as well as being a celebration of the product’s dairy goodness.
Chris McDonough, Müller UK’s Marketing and R&D Director, says: “Deal or No Deal is the perfect fit for the Müller Corner brand enabling us to reach our key audiences with very little wastage and exceptional frequency.
"The longevity of the sponsorship means that one third of all adults will be exposed to the brand four times or more ensuring the messages are absorbed, and also allows flexibility to communicate new news.
"Sponsorship is a new territory for Müller Corner and we’re delighted that our first foray into the field is with such a high profile and much-loved Channel 4 property.”
The on screen sponsorship will also be extended to video on demand for PC and TV with 15” ‘pre-roll’ and centre break sponsorship on PC video on demand and 15” ‘pre-roll’ sponsorship on TV video on demand.
Sam Pitt, Associate Director, MediaCom commented: “The partnership between Müller Corner and C4s Deal or No Deal will form an integral part of the 2010 multi media communications plan. 2010 is set to be an exciting year for Müller Corner and tying up with Deal or No Deal will add further momentum to the brand.”
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Issued on behalf of Müller Dairy (UK) Limited
Tel: 01630 692000
Press enquiries, please contact:
Charlotte Ruddlesdin at Resonate PR
Tel: 020 7861 3893
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