Channel 4 today announced a brand new partnership between Hotpoint and popular weekly magazine show Sunday Brunch.
The exciting one-year partnership includes programme sponsorship; using idents to showcase the brand’s new built-in cooking collection, as well as product placement and a licence that allows Hotpoint to use the Sunday Brunch logo on its digital platforms.
The sponsorship idents, created by J Walter Thompson, reflect Hotpoint’s latest TV ad campaign which showcases warmth and tradition in a modern kitchen setting.
Hotpoint’s sponsorship launches on Sunday 11th September and is a first for Hotpoint to include a product placement and licence deal. The product placement will showcase Hotpoint’s kitchen appliances during the programme’s cooking segments, with the famed Sunday Brunch kitchen revamped with an extensive range of the brand’s large Hotpoint kitchen appliances, including its new built-in cooking collection.
Rob Ramsey, Partnership Leader at Channel 4 said: “Hotpoint is the perfect fit for Sunday Brunch and we’re thrilled to be able to work with them to create a holistic package combining sponsorship, product placement and licencing. This partnership will be a potent way of showcasing their range of quality appliances both in and around the show and extending the relationship with the Sunday Brunch brand across multiple consumer touch points.”
Georgia Carrano, Senior Brand Manager for Hotpoint, said: “Sundays are about getting together with friends and family to enjoy a home cooked meal, and at Hotpoint, we know that caring for friends and family is what matters most in life. Getting together to watch Sunday Brunch is a Sunday ritual for many UK consumers, and we’re very excited to be sponsoring a programme that shares our brand values and has cooking at its heart.”
Emma Hardy, Managing Director at Princess Productions said: “We are delighted to be working with Hotpoint and Channel 4 on this exciting new deal. Sunday Brunch lends itself perfectly to organic product placement and Hotpoint is a great brand fit. We always look forward to building new partnerships in the branded content sector.”
The deal was brokered by Melanie Ball, Partnerships Account Manager at Channel 4 and Sam Knight, Senior Manager at The Storylab, Carat UK.
Hotpoint previously sponsored a range of cookery programmes on UKTV in a deal also brokered by Channel 4 Sales.
Notes to Editors:
Creative credits
Chief Creative Officer: Enrico Dorizza
Creative Director: Paolo Cesano
Art director: Francesco Basile
Copywriter: Cristiano Nardò
TV Producer: Marijana Vukomanovic/Paola Ticozzi Valerio
Account Dept: Cristina Barbiero/Leonardo Germinario
About Hotpoint
Hotpoint is part of Whirlpool UK Appliances Limited. A Hotpoint appliance is sold every 19 seconds in the UK and on average 2 of every 3 UK homes have a Hotpoint appliance installed. Voted the UK’s most trusted kitchen appliance brand by Readers’ Digest for 11 consecutive years, the brand is recognised as a ‘Consumer Superbrand’. Hotpoint, founded in 1911, has a history of trusted innovation recognised for over 100 years. Delivering outstanding results for generations of UK consumers through technology and style are the cornerstones of Hotpoint’s philosophy.
Whirlpool UK Appliances Limited is the only white goods manufacturer to operate its own independent service and logistics operations.
About Whirlpool UK Appliances LimitedWhirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation. Whirlpool Corporation is the number one major appliance manufacturer in the world, with approximately $20 billion in annual sales, 100,000 employees and 70 manufacturing and technology research centers throughout the world in 2014. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and other major brand names in more than 170 countries. In Europe, Middle East and Africa (EMEA) it has approximately 24,000 employees, a sales presence in more than 30 countries and manufacturing sites in eight countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s European Operations Centers are located in Comerio (VA), Italy. Additional information about the company can be found at WhirlpoolCorp.com. or following us on twitter @WhirlpoolCorp. Additional information about the company can be found at WhirlpoolCorp.com or following us on twitter @WhirlpoolCorp.
Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances: www.registermyappliance.org.uk (opens in a new window)
