Lever Fabergé has signed a £1.5m deal to sponsor Channel 4’s ‘How Clean is your House?’ with household cleaning brand Cif. Running from now until July, the deal covers the show’s third series during which presenters Aggie Mackenzie and Kim Woodburn will again be dishing the dirt on some of Britain’s dirtiest dwellings.
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.