ITV Commercial today announced that Littlewoods, the UK’s leading online department store and part of Shop Direct Group, will be the sponsor of ITV1’s daytime format Let’s Do Lunch…with Gino & Mel in a package conceived in partnership with Carat.
The fully integrated sponsorship package, negotiated by ITV Commercial and Carat on behalf of Littlewoods,includes broadcast, online and mobile sponsorship and kicks off on Monday 16th July 2012.
Myleene Klass, who was recently announced as brand ambassador for Littlewoods, will feature in the idents in her new collection. Ruth Jones has also been confirmed as the voice artist for the idents, which have been created by St Luke’s, and will feature the strapline ’making lunch more glamorous … that’s the Littlewoods touch’.
Following on from a successful first series last summer, Gino D’Acampo and Melanie Sykes have returned to ITV1 with a lunchtime menu of food, fun and entertainment. The format sees Gino and Mel welcome a celebrity guest every day – Ginocooks up a significant dish of their choice whilst Mel chats about their life, loves and latest projects. The last series averaged one million viewers and a 13% share of the audience.
Bhavit Chandrani, Group Sales Controller, ITV said: “We are delighted to welcome Gino and Mel back to ITV1 for the summer. Littlewoods is a great fit for the show and we hope that it will be a great platform for the brand to reach its core target audience.”
Gary Kibble, Brand Director,Littlewoods added: “Let’s Do Lunch is a great property for us to sponsor and is perfect for our target audience. We are also delighted that our idents feature Myleene Klass, who has launched her first fashion collection with us.”
Rob Honeywood, Sponsorship Manager, Carat said: “This latest Littlewoods deal, on the back of its recent sponsorship of ITV’s new show Superstar, is another great opportunity for Shop Direct Group to connect with its target market.”