Principles is behind the new sponsorship idents for ITV’s In for a Penny.
It’s created a series of “fun and irreverent” shorts for its client, Seabrook, which is sponsoring the Stephen Mulhern-hosted series.
The Leeds agency came up with the concept and creative for the Yorkshire-based crisp brand, and marks the brand’s biggest ever media campaign.
“This is a landmark year for Seabrook as we’re making the biggest investment in the brand to date; sponsoring In for a Penny is a huge part of it,” said Marketing Director, Claire Hooper.
“We were attracted to In for a Penny’s very British kind of humour which is a great fit for Seabrook, and working with Principles we’ve been able to create a brilliant link between the brand and programming.”
The sponsorship idents have been produced by Anattic, with media planned and bought by Cheeky.
Principles has also worked on the sponsorship idents for another Yorkshire brand, Astonish, which is sponsoring The Only Way Is Essex.
“It’s our job to make everyday brands unforgettable, and the recent work we’ve done with both Seabrook and Astonish through emotive brand building and entertaining sponsorship idents is doing just that,” explained Principles’ Strategy Director, Ben Norman:
“What’s most encouraging for us is seeing two great Yorkshire brands investing significantly in their brands for the longer term, where many others are holding back.”
