BIRDS EYE INSPIRATIONS ANNOUNCES NEW SPONSORSHIP DEAL

Birds Eye Inspirations has announced a £1.4million sponsorship of Channel 5 drama which will run across TV and digital platforms throughout 2018.

Starting on Sunday 14^th January, Birds Eye Inspirations – the premium frozen range from Birds Eye – will sponsor all of Channel 5’s drama schedules on Channel 5, 5 USA and the My5 Digital Channel, including popular shows such as NCIS and Law and Order. Now in its 13^th series, NCIS has developed a loyal viewership with more than one million viewers tuning in every week.

The sponsorship announcement comes following a redesign of the full portfolio which spans fish, chicken meals and pies. The sponsorship and supporting online campaign will introduce Channel 5 viewers to the Birds Eye range of premium dishes inspired by restaurant dining.

Andrew Elder, General Marketing Manager at Birds Eye said: “This major sponsorship highlights our ambition for the Inspirations brand and builds on the success of our 2017 NPD launches such as Chicken Mini Fillets. Not only that, but the scale of this support programme enables us to showcase the Inspirations portfolio to our target consumer all through the year.”

Rachel Bristow, Head of Client Partnerships at Sky Media said: “The sponsorship of Channel 5 drama helps Birds Eye reach a huge audience of engaged viewers. With its strongest overall ratings performance for 13 years, Channel 5 has delivered its highest ever annual share of viewing amongst ABC1 TV viewers in the UK, making it a perfect fit for Birds Eye.”

The deal was brokered between Sky and Zenith.