ITV2 has inked a sponsorship deal with Kellogg’s Squares around its comedy panel show, Celebrity Juice.
Leanda Falcon, brand manager at Kellogg’s Europe, described Celebrity Juice as the perfect vehicle to drive relevance with Kellogg’s Squares young adult audience and dispel the child-like associations people may have with the brand.
“The combination of both a broadcast sponsorship and second-screen activity provides us with the right platform upon which to build a stronger and more meaningful relationship with our audience,” she said.
The activity includes a series of idents collectively titled ‘Hungry For You’ featuring a young man and woman singing a slow song to the Kellogg’s Squares bars before indulging themselves.
Additionally, social content developed by Isober allows fans take part in competitions and games on Twitter whilst watching the show
Isobar will also be implementing experiential activity as the series progresses.
The deal was negotiated by Carat, ITV Commercial and FremantleMedia UK
Celebrity Juice returns to ITV2 tonight, Thursday 11 September, at 10pm.