McCain Foods sponsors Emmerdale
Like the soap, McCain is based in Yorkshire and has long established links to farming, having worked with some of its 250 British growers for three generations. McCain is also the largest purchaser of British potatoes, buying approximately 15% of the total UK crop each year.
With the soap’s countryside setting and family themed storylines, Emmerdale provides McCain with a unique platform to highlight the core values of the brand with its key target audience, and remain front-of-mind at tea-time six days a week, 52 weeks of the year. Emmerdale was watched by an average of 7.3m viewers in 2013, of which 72% are ‘main shoppers’ responsible for the weekly household grocery shop.
Mark Hodge, McCain Foods marketing director, said: “Emmerdale is modern, family focused and set in the heart of the Yorkshire countryside, providing lots of positive associations with farming and natural, British produce. It is a perfect fit for the McCain brand and provides us with a fantastic opportunity to connect with our core target consumer and set ourselves apart from our competitors by communicating the key values of the brand.”
The agreement runs for 2 years and includes a fully integrated sponsorship package covering broadcast, mobile and online platforms.
For more information: www.mccain.co.uk