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Cadbury To Sponsor The X Factor On TV3

Cadbury has been announced as the official sponsor of this year’s The X Factor, as well as The Xtra Factor and all X Factor related programming on TV3 across autumn.

The six-figure deal was negotiated by Cadbury’s media agency PHD Media, and will include branding on all of TV3 and 3e’s X Factor promotions, along with digital sponsorship of TV3’s dedicated X Factor webpage and pre-rolls on all X Factor catch up content on the 3player.

PHD Media also secured in-store logo usage rights for Cadbury in participating retailers throughout the country with The X Factor producers, Fremantle Media/Syco.

The TV3 sponsorship will be driven by the Cadbury Dairy Milk brand, with its #FreeTheJoy message brought to life across a range of platforms.

Senior brand manager at Mondelez Ireland, Shane Guest, commented, “Cadbury is already a part of people’s big night-in ritual and this partnership will help to further enhance this as we bring our new product innovations along with our unique Cadbury style to fans of The X Factor.

“We will be ‘freeing The X Factor joy’ across all platforms over the coming months; both in-store and through a creative marketing campaign with a strong focus on social media.”

Meanwhile, TV3 Group Brand Solutions Director, Paula McCarthy, said, “TV3 is delighted to have Cadbury on board as a partner on one of its biggest shows this year.

“Cadbury and TV3 have a great history of highly engaging partnerships, and we look forward to working together again to ensure The X Factor is bigger and better than ever before,” she added.

 

© 2015 - Checkout Magazine by Jenny Whelan.

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Enjoy the most important stories from the world of Irish grocery retail, curated for you by our team of experts every week.
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