Magazine article Marketing

Van Den Bergh Spread Backs C4's Countdown

Magazine article Marketing

Van Den Bergh Spread Backs C4's Countdown

Article excerpt

Flora pro.activ, the new Van den Bergh Foods spread that claims to lower cholesterol, is to sponsor Channel 4 quiz show Countdown, in a deal worth about [pound]1.9m.

The sponsorship kicks off on October 30, after which Flora pro.activ will sponsor the daily show for one year.

Credits, produced by Lowe Lintas, feature a number of 45- to 71-year-olds participating in a range of demanding sports and activities. The strategy behind the tie-up is to position Flora pro.activ as a product designed to help those with high cholesterol 'count down' their cholesterol to a lower level.

The deal was negotiated between C4 and Malcolm Grant of MGA Broadcasting.

The sponsorship forms part of the [pound]10m marketing campaign Van den Bergh has put behind the UK launch of Flora pro.activ, after the spread was cleared for sale in Europe by the EU.

The credits will complement the [pound]2.4m ad campaign for Flora pro.activ, which features testimonials from consumers in Australia where the spread sold one million tubs in the first two weeks of launch. …

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