Included in the package are top and tail sponsorship credits around the programme on ITV1 and ITV2, as well as on- and off-air promotions, the details of which have not yet been announced.
The deal, negotiated by Starcom Motive and Granada Enterprises, aims to target soap fans who are sitting down to eat as they watch 'Emmerdale', which airs at 7pm.
James Watson, marketing manager at Heinz Salad Cream, said: "The timing for us is perfect, as Emmerdale represents an ideal opportunity for us to communicate with our Heinz Salad Cream consumers as they are sitting down to eat their evening meal."
Heinz Salad Cream has made a remarkable comeback in the last two years after almost being scrapped in 1999 as its popularity was being threatened by trendy salad dressings. However, Heinz decided to relaunch the brand in 2000 with a £10m marketing campaign after a public outcry.
The relaunch included a memorable TV campaign, also through Leo Burnett, which saw a man finding a piece of pizza stuck to his bedclothes before smothering it in Salad Cream and eating it, and a woman who has cucumber slices stolen from her face pack for a sandwich with Salad Cream.
Emmerdale is also enjoying renewed success after its frequency was increased from three nights a week to five. It has also undergone a relaunch in recent years, dropping the word "Farm" from its title, and making its storylines more risque.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
