UK: McCain Foods invests GBP 8 million in sponsorship of ITV show 'Emmerdale'

McCain Foods has signed a new £8m sponsorship deal with ITV show ‘Emmerdale’, which will run for two years starting this April. The deal includes broadcast, online and mobile elements.

The partnership will include product placement, allowing McCain products to appear in relevant environments during the programme. The food maker will also be able to use the 'Emmerdale' brand in its marketing and in-store promotion.

Mark Hodge, marketing director at McCain Foods, said: "Emmerdale is modern, family-focused and set in the heart of the Yorkshire countryside, providing lots of positive associations with farming and natural, British produce. It is a perfect fit for the McCain brand and provides us with a fantastic opportunity to connect with our core target consumer and set ourselves apart from our competitors by communicating the key values of the brand."