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Countdown: All-Bran association |
Kellogg has signed a deal with Channel 4 to sponsor Countdown for an estimated £2m. The deal with the All-Bran brand represents Kellogg's first terrestrial sponsorship deal in two years and comes with the clock running out on Flora's contract to sponsor the show. C4's head of sponsorship, David Charlesworth, said: "It's great news to have Kellogg's commit to a major sponsorship campaign once again. "I am confident the partnership will be a big success for all parties involved." Kellogg marketing director Guy Longworth said: "We are delighted to be working with Channel 4 on what we believe to be a perfect partnership. Both Countdown and All-Bran are trusted household names." The Countdown sponsorship commences on October 22 and will run for a year.
Leo Burnett will produce the creative work for the campaign - it will focus on using All-Bran as an ingredient in cooking.
The sponsorship was developed, negotiated and managed by MindShare unit BroadMind on behalf of Kellogg.
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