TV ads to support the activity will break in September. The promotion will offer consumers the chance to win mobile phones, iPods and tickets to live TV and tour shows. The ITV talent show's logo will appear on the front of Pot Noodle packs.
The activity follows the Unilever brand's relaunch with a significant reduction in levels of salt and fat. Unilever is hoping to grow the brand by positioning it as a healthy snack and a responsible purchase for mums.
The tie is the latest commercial agreement to support the burgeoning X Factor brand. It follows news that X Factor-branded perfumes, fashion accessories and electrical equipment will hit the shelves this summer through a raft of licensing deals (Marketing, 11 July).
It is understood that other FMCG partners for the fourth series of the show are also in the pipeline.
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