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Wavemaker Manchester brokers Dr Oetker and Channel 4 partnership


Wavemaker Manchester’s team is behind a content partnership deal between Channel 4 and Dr. Oetker Ristorante Pizza.

Airing ahead of First Dates on Channel 4, the film featured a real couple being given a “First Dates experience” complete with Maître d’ Fred Sirieix.

The concept was developed by 4Sales’ creative arm PL4Y and filmed by Twenty Twenty, the production company behind First Dates.

“The Wavemaker team saw a growth opportunity in reigniting romance, creating the ultimate ‘Date Night In’ on behalf of Dr. Oetker Ristorante Pizza,” explained Beth Smith, partnership director at Wavemaker Manchester, who brokered the deal alongside Lisa Thompson.

“Finding the perfect pairing with Channel 4, we have showcased a sprinkling of real-life romance, alongside First Dates talent to create a heart-felt contextual ad.”

The full campaign will run until March 2019, and includes a 1x40second and 2×20 second adverts, dedicated social media content and competition.

The partnership is the first time Dr. Oetker Ristorante Pizza has worked with Channel 4 and Twenty Twenty in this way. 

“Dr. Oetker Ristorante Pizza wanted an authentic and warm articulation of romance that resonated with real life in the UK. In response to this brief and in collaboration with Twenty, Twenty, we’ve developed a campaign that brings together the inimitable First Dates brand, Ristorante Pizza, and a real-life romance to celebrate the little kindnesses that can mean so much,” said Jane Hector-Jones, group partnerships and content manager at Channel 4.

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