12 February 2008

Birds Eye, the UK’s leading frozen food brand, is to sponsor the forthcoming series of Ant & Dec’s Saturday Night Takeaway. The sponsorship will be on air from 16th February and will run for six weeks.

The sponsorship idents will capture the warmth and fun of the family teatime, and place Birds Eye food at the heart of the occasion, driving its Good Mood Food positioning. Iconic Birds Eye products, including its Omega 3 Fish Fingers and Potato Waffles, will be featured.

As one of the most popular family shows on TV, averaging 7.2 million viewers per episode in Series 7 and holding the primetime Saturday night slot, Saturday Night Takeaway is a perfect partnership for iconic frozen food brand, Birds Eye.

Ben Pearman, Marketing Director at Birds Eye said: “This is a fantastic opportunity for Birds Eye and one which we are very excited about. Ant and Dec’s Saturday Night Takeaway is one of the most sought after sponsorship slots on television, and as one of the most popular family shows it’s also a perfect fit for Birds Eye, one of Britain’s loved and trusted brands.”

Emma Laurence, Sponsorship Sales Executive at ITV’s Customer Relations, said: “We are delighted that such a great British brand is sponsoring a great ITV programme brand. Ant & Dec’s Saturday Night Takeaway is one of ITV's flagship entertainment shows and we look forward to developing this association across all the platforms available."