Kenco in sponsorship and Product Placement partnership with Channel 4

6 September 2013

Channel 4 today announces a brand new partnership between Mondelez International owned Kenco’s Millicano brand and its popular Sunday morning show Sunday Brunch, which will include programme and digital sponsorship together with Product Placement

The one year exclusive partnership, signed by Drum, is Mondelez International’s first UK dual sponsorship & product placement deal and launches on September 8th 2013.

The sponsorship will see idents depicting Kenco Millicano - Kenco’s first wholebean instant coffee – feature around the weekly, three-hour, live show.

The Product Placement will showcase Kenco Millicano branded tins in the set’s kitchen whilst branded mugs will be amongst those that hosts Simon Rimmer and Tim Lovejoy will drink from.

The combined sponsorship and Product Placement deal represents the first activity of its kind for Millicano in UK broadcasting and was brokered by Nick Scott, Partnerships Account Manager, Channel 4; Laura Cottrell, Partnership Business Manager AFP/PP, Channel 4 and Andrew Spray, Commercial Partnership Director, Drum. JWT are responsible for the sponsorship creative.

Rob Ramsey, Partnership Leader, Channel 4 said: "We are delighted to be partnering with Millicano, the perfect accompaniment to Sunday Brunch. The combination of sponsorship and product placement should ensure that Millicano is the coffee of choice for our audience".

Emad Nadim, Brand Manager for Kenco, said: “We’re excited to be sponsoring Sunday Brunch because we feel the show perfectly complements Kenco Millicano’s brand tone: the quality of a brunch occasion on a Sunday with the quality of Millicano itself. This weekly presence will further establish this new Wholebean Instant segment in coffee and strengthen our leadership”

Andrew Spray, Commercial Partnership Director for Drum said: “We’re really excited to form this partnership for Mondelez International, giving Kenco Millicano dual exposure through a sponsorship and product placement in a fantastic environment.”