DOLMIO GROWS IN PARTNERSHIP WITH ITV’S THIS MORNING
The DOLMIO sponsorship of ITV’s popular daytime chat show, This Morning, is going from strength to strength following its £20million total campaign investment since October 2005. The daytime sponsorship connects two brand leaders in their respective fields – DOLMIO as an Italian Cooking Sauce* and ITV’s This Morning which reaches an impressive 6.9million viewers weekly**
Suzanne McFarlin, Customer Marketing Manager, comments on the sponsorship success: “We know that our sponsorship of ITV’s This Morning is driving sales by attracting new buyers to the brand who appear to be spending similar amounts to existing buyers. We have not only strengthened our position as a result, but have actively grown the category through such engaging and continuous presence on the box."
Sources
* IRI MAT to 24/03/07
** BARB/Infosys, weeks 36-44 2006
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