Kellogg’s Crunchy Nut is to sponsor Channel 4’s hit live TV game show The Million Pound Drop in a six-week campaign that launched on Friday (14 June).
The deal with media agency Carat sees the cereal brand advertised during the opening and closing credits of the show every Friday and Saturday night – the first time the brand has sponsored a game show.
In a series of 10-second and 15-second ads characters Dom and Dan are seen behind the scenes at The Million Pound Drop trying to steal the show’s prize money, but they get distracted from the task by the lure of Crunchy Nut. Shorter five-second ads, showcasing the brand’s entire Crunchy Nut range, air into and out of the ad breaks.
“It’s a great opportunity for us to reinforce the irresistibility of Crunchy Nut and allows us the showcase our range of products at a time where viewers are highly emotionally engaged in the drama and tension of the show,” said Kellogg’s marketing manager Jenny Powell.