Muller Amore in exclusive broadcast partnership with Channel 4

18 June 2013

Channel 4 today announces that Müller Dairy’s recently re-launched line of luxurious yogurts Amore will sponsor First Dates, the broadcaster’s brand new interactive documentary series which follows the thrills, fears and loves of modern dating and starts at 9pm on Thursday 20th June 2013.

 

The six-week, six-figure partnership was brokered by Andy Moore, Channel 4’s Group Partnership Manager and Andy Monks, MediaCom’s Associate Director, and represents the first TV sponsorship for Müller’s Amore brand.

 

The idents, created by London-based agency VCCP, are inspired by the product’s name which means love in Italian, and depict a woman enjoying the thick and creamy yogurt. The creative features the strapline ‘love at first taste,’ aligning with the theme of ‘First Dates’.

 

Off air activation includes sponsorship of the First Dates website which will be available via Channel4.com.

 

Müller Dairy’s Marketing and R&D Director, Michael Inpong said: “We are thrilled that Amore will sponsor First Dates. With opulent flavours like Lavish Me Strawberries and Cream and You, Me, Now Mango, Amore is all about passion and consumers are being encouraged to fall in love all over again with the indulgent yogurt brand. In this way, the sensual imagery works as the ideal partnership for a show all about the thrills of modern dating and the passion of falling in love.”

 

Rob Ramsey, Partnership Leader, Channel 4 said “We are delighted to welcome Muller as a sponsor. The Amore brand and this exciting new programme format share a clear thematic link which we are sure will make for a successful partnership.” 

 

Ends.

 

Notes to Editors

 

About Müller Dairy

 

Müller Dairy is based in the Shropshire town of Market Drayton and has grown to become the UK's leading yogurt manufacturer with major brands such as Müller Corner, Müllerlight and Müller Rice.

 

Müller Dairy is part of the Müller UK & Ireland Group which aims to become the largest and most successful dairy company in the UK.