Magazine article Marketing

After Eight Secures Primetime GSB Deal

Magazine article Marketing

After Eight Secures Primetime GSB Deal

Article excerpt

Nestle Rowntree's After Eight brand has struck a sponsorship deal with Granada Sky Broadcasting (GSB) to sponsor all primetime programming after 8pm on its flagship channel, Granada Plus.

The six-figure deal will see the mint chocolate brand sponsor all Granada Plus programmes from 8pm to 11pm, for six weeks from November 13 to December 22. It is the first time Granada has packaged this period, known as 'Primetime on Plus', for one sponsor. Programming for the slot includes dramas such as Poirot, Taggart, Miami Vice and Kavanagh QC.

For Nestle Rowntree, the deal comes in the crucial pre-Christmas period for chocolate sales and as it wants to extend awareness of the breadth of the After Eight range. Owing to the new relaxation in ITC sponsorship guidelines, After Eight will be able to feature a range of products in the credits, including After Eight Truffles, After Eight White and The After Eight Collection.

Craig Nayman, channel sales director for Granada Enterprises, said: "The three-hour slot offers the ideal vehicle to advertisers that want to showcase a range of products and the greater relaxation of ITC codes means advertisers can now feature pack shots. …

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