Sponsorship credits will feature one of three Cif products - Cream, Oxy-Gel or Bathroom - and aim to demonstrate the brand’s versatility.
The campaign will be backed by regional roadshows, on-pack competitions, promotions instore and press and radio competitions. James Sellers, Cif brand manager, said: “The sponsorship reinforces Cif’s tough cleaning credentials in an interesting and engaging way. The partnership also establishes Cif as the authority brand for household cleaning.”
Channel 4 said the deal would put the Cif brand in front of the two out of five housewives who watch the programme.