Long running ITV serial Emmerdale is to be sponsored by McCain Foods from next month.
The current sponsorship deal comes to an end after two years in April with McCain taking over for the next two years in a deal which will promote the various food products in promo trailers packaged around the programme and associated outlets such as the Emmerdale website at ITV.com.
The deal also sees a product placement agreement which will allow for McCain products to not only be seen in the promo bumbers but also within scenes of the soap itself. McCain will also be able to use Emmerdale branding on in-store promotions and packaging.
The bumpers which air before the opening titles, into and out of the commerical break and at the end of the episode will be produced by McCain’s advertising agency BMB. McCain chose Emmerdale due to its ‘modern’ and ‘family focused’ image.
The Yorkshire based serial also gives McCain a chance to ‘celebrate their farming roots’ the company note, adding, the series provides positive associations with farming and natural, British produce.
Emmerdale launched as Emmerdale Farm in 1972 as a twice weekly daytime saga. But by the mid-1980s the series had moved to primetime and set about rising up the television ratings. Fate played its hand when in 1988 Central Television dropped Crossroads from production to make way for more lavish dramas and Emmerdale Farm took the third soap opera spot in UK TV. In 1989 the word ‘farm’ was ditched from the programme title and by 1993 a re-imaging of the soap, to take it away from being unfairly seen as a ‘boring farming saga’, was complete.
Since the 1990s Emmerdale, produced by ITV Yorkshire in Leeds, has attempted to take on rival BBC One saga EastEnders and last year finally managed to regularly beat the beeb’s offering with over seven million viewers tuning in.
Emmerdale is currently sponsored by Bet365 Bingo, with previous sponsors of the soap including Daz washing powder and Tombola Gaming.