Viacom Plus was launched in June and is a full-service multimedia sales house offering creative and integrated media services across all of Viacom's properties. The deal is being heralded as a first by the two companies for bypassing traditional advertising agencies. Andy Roberts, executive buying director of Starcom Motive, said: "This initiative marks the birth of a new generation of cross media deals."
The £3.5m campaign will feature four animated characters called the 'Bite Me Crew', who will appear in a series of 26 adventures. These will be shown on Viacom's youth television stations including the various MTV stations and children's channel Nickelodeon. Other ads will appear on outdoor sites and on the London Underground, with a dedicated website and SMS campaign. The ads will also be featured in the Viacom-owned Blockbuster retail chain.
Bite Me is aimed at 11- to 17-year-olds, and "The Adventures of the Bite Me Crew" will reflect youth lifestyles. Daniel Salem, commercial director of Viacom Plus, said: "This creative-led media solution is tailored specifically to reach teenagers at every level of their lives. Heinz has a campaign that goes well beyond spot advertising to engage a youth audience at a much deeper level."
The company claims it is not muscling in on the territory of creative agencies, but offering an alternative. Joanna King, Heinz marketing manager, said: "We needed to reach a youth audience, and chose Viacom Plus, which has developed a credible and cost-effective campaign."
The Bite Me range includes four microwavable snacks: Pizza Wedge; garlic 'Pizza Toast'; French bread slices; and the Pizza Tube.
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