McCain, is to promote its recently released hot snack, through a new E4 sponsorship deal.
The 6 month partnership will see its McCain Vibes appear across all E4 Prime Entertainment, including Below Deck, Modern Family and The Simpsons.
The deal which was brokered by Omnicom Media Group’s PHD, with creative by adam&eveDDB – follows the launch of the product earlier this year.
“Sponsoring E4 Prime Entertainment was a no-brainer, enabling us to reach the 18–34 audience with our innovative hot snacks made to share, through the content they love to bond over,” said Mark Hodge, VP of Marketing at Scarborough-based McCain.
“Since launch, McCain Vibes has been sparking a polarising debate: is it a chip or is it a crisp? We’re excited to keep the conversation going and bring our crisp/chip combo hot snack thingy to fans of iconic entertainment.”
Starting on 1st September, it covers over 300 hours of entertainment between 6pm and 11pm. This includes both linear and streaming, with sponsor idents and wider advertising and a lock-up licensing agreement to enable off-platform activation.
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“E4 Prime Entertainment offers a unique opportunity to connect with younger audiences through some of the most loved shows on television,” explained Sam Hicks, Head of Advertiser Strategy at Channel 4.
“We’re thrilled to welcome McCain Vibes as sponsor, as a brand that perfectly complements E4’s award-winning, critically acclaimed programming.”
Tom Rovery, Partnerships Business Director at Omnicom Media Group’s PHD added:
“We are delighted to be able to help McCain Vibes align with E4 Prime Entertainment and to help speak to their desirable and difficult to reach audience. We are excited to see this campaign come to life from 1 September.”
