MAOAM to sponsor The Big Bang Theory on E4

10 June 2014

Channel 4 today announced it has signed a brand new partnership with MAOAM, the fruity chew brand, as the exclusive sponsor of The Big Bang Theory on E4 from Thursday 19th June.

The partnership represents the first ever TV sponsorship for the brand and will run until December 2014.

MAOAM and Warner (series rights holder) are also exploring ways to bring the partnership to life across Point of Sale, social, on-pack and at events to extend the reach of the brand’s messaging, resulting in deeper engagement with the brand’s core audience of teens and young adults.

The Big Bang Theory is the biggest show on E4 with episodes for the current series drawing audiences of 2.8 million – and a 22% share of the 16-34 audience, regularly beating all other channels for this audience share.

The partnership was brokered by Lucy Hughes, Group Partnership Manager, Channel 4 Sales and Camilla Mignot, Account Director, Walker Media.

The sponsorship creative was designed and created by Quiet Storm.

Rob Ramsey, Partnership Leader at Channel 4 said: “We’re delighted to be MAOAM’s first TV partner for this significant sponsorship of one of our biggest brands which consistently performs well with our core 16-34 audience.”

Hayley Johnson, Marketing Manager at MAOAM UK comments: “The Big Bang Theory is hugely popular amongst our core target market; it’s also infectiously fun and humorous, which makes it a perfect fit for the MAOAM brand.

“This partnership marks a really exciting time for MAOAM and we’re looking forward to unveiling our plans over the next few months, which will support this association further.”

Ends

 

Notes to editors

About MAOAM
MAOAM is the UK’s fastest growing soft and chewy brand. Strong sales during 2013 have seen MAOAM rise to number two within the category, with a 18.2% value and 20.6% volume share*.

Part of MAOAM's success is as a result of the brand offering an extensive variety of pack formats, as well as the introduction of innovative new products, namely MAOAM Pinballs, which have grown by 91% in value terms since their launch in 2011.

Continuing to grow in popularity, MAOAM currently boasts over 750,000 likes on Facebook, making it one of the social media channel's most popular confectionery brands.
* IRI SALES SUMMARY 12 months ending 1st March 2014