Nestlé Cereals today announced a new advertising partnership with ITV weekday mornings show, Lorraine, hosted by the queen of breakfast TV, Lorraine Kelly.
The 12-month campaign will reach Lorraine’s 1.6 million viewers every day, keeping the UK’s most-loved cereals top of mind among families. The deal will see Nestlé Cereals receive a total of 50 seconds of accreditation every day, Monday to Friday
Airing in January 2019, the sponsorship will showcase the different ways viewers can enjoy their favourite Nestlé breakfast cereal, whether it is Shreddies® topped with bananas or apple, or Shredded Wheat® paired with nuts and Greek yoghurt.
Toby Baker, Marketing Director UK & Australia, Nestlé Cereals, said:
“We are delighted to have the opportunity to partner with a show as popular and as trusted as Lorraine. With more than one million people tuning into Lorraine every day – and many of these viewers being parents – we see this as a great opportunity to remind people that breakfast cereal can provide a tasty and fulfilling start to the day.”
Anne Bailey, Head of Breakfast Partnerships, ITV said:
“We’re very excited to have Nestle Cereals partnering with Lorraine in 2019. The honest and trusted values of the show reflect those of the Nestle Cereal brands, which hand in hand will make for a must watch campaign. And with almost half the UK housewives watching Lorraine, it will be the perfect campaign to reach this key audience at a time of day when breakfast is on the table.”
Nestlé Cereals worked alongside top creative agency, McCann London, to develop the ads for the campaign.
Lorraine is an early morning, lifestyle and entertainment show aired on ITV from 8:30am-9:25am on weekdays.