Dolmio has renewed its sponsorship of ITV’s This Morning for the next year.
The idents see the Dolmio family buttering up Mama so that they have a plate of spaghetti bolognese to reinforce the message, ‘When’sa your Dolmio day?’
Dolmio spokesperson Suzanne McFarlin said: “Having secured such a powerful sponsorship for the second year, the pressure is now on to keep This Morning viewers engaged with the Dolmio brand and to keep it fresh in the minds to trigger an emotional connection when shopping in the wet cooking sauce aisle – and we believe that our latest idents will do just that.”
The 22 idents will support the generic brand and some of the existing SKUs as well as new products planned for 2007. The sponsorship will be added to through the red button, WAP, on-line and consumer press activity until July 2007
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