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Domino's take a slice out of Hollyoaks

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It was announced yesterday that the global pizza chain Domino's will be sponsoring the popular Channel 4 soap Hollyoaks beginning Monday the 21st of January, taking over from the show's current sponsor VO5. The multimillion pound, two-year deal, will see the pizza delivery brand visible in idents that will play during the commercial breaks surrounding every broadcast of the show. A show that (despite being almost two decades old) attracted an average audience of 2.3 million viewers per episode last year. The work has been created by the global creative agency Iris, and features a fictional production crew on the set of the show being interrupted by a Domino's delivery man. Andy Taylor was the creative director for the campaign, and the spots were directed by Kirk Jones through Tomboy.

The multimillion pound, two-year deal, will see the pizza delivery brand visible in idents that will play during the commercial breaks

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The deal was brokered by Daren Benton from Channel 4 Sales, and Nick Scott from the Havas Media Group agency Arena, with additional insight by the show's production house, Lime Pictures. Rupinder Downie, partnership controller for Channel 4, said “Hollyoaks provides Domino's with the perfect platform to engage with Channel 4's uniquely sizeable 16-34 audience nearly every day of the week,” and he looks forward to working with them over the next two years.” He adds that “Whilst broadcast sponsorship lies at the heart of this partnership,” Channel 4's relationship with Lime Pictures “Provides additional exciting licence and activation opportunities” for Domino's.

Hollyoaks Domino's Promo

Simon Wallis, sales and marketing director for Domino's, said the Long-term sponsorship deal “Will see Domino’s Pizza dominate early evening TV viewing” and ensure that they “Are speaking to the heart” of their core audience of young adults. The scheduling of Hollyoaks also falls at 6:30pm, which, as Wallis points out, might be just when the Hollyoaks audience might be “Thinking about how to solve their hunger pains.” He adds that the show has given them “Tremendous creative opportunities to ensure this partnership lives beyond the TV screen,” allowing them to experiment with ideas and develop targeted communications to their audience. He is “Excited to expand these communications further with Lime and Channel 4 over the coming months.”

Domino's sponsored The Simpsons on Channel 4 between 1998 and 2008 with a £2 million-a-year deal which ended up being the longest-running on terrestrial UK TV

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This will not be the first time a popular channel 4 show has partnered with the pizza brand, of course. Most amongst you will probably remember that Domino's sponsored The Simpsons on Channel 4 between 1998 and 2008 with a £2 million-a-year deal, which ended up being the longest-running entertainment programming sponsorship on terrestrial UK TV. Whether or not the Hollyoaks deal will be extended beyond the initial 2-year deal and prove quite as lucrative remains to be seen.

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