Nestlé Cereals announced a new advertising partnership with ITV weekday mornings show, Lorraine, hosted by the queen of breakfast TV, Lorraine Kelly.
The 12-month campaign will reach Lorraine’s 1.6 million viewers every day, keeping the UK’s most-loved cereals top of mind among families. The deal will see Nestlé Cereals receive a total of 50 seconds of accreditation every day, Monday to Friday.
Airing in January 2019, the sponsorship will showcase the different ways viewers can enjoy their favourite Nestlé breakfast cereal, whether it is Shreddies topped with bananas or apple, or Shredded Wheat paired with nuts and Greek yoghurt.
Toby Baker, Marketing Director UK & Australia, Nestlé Cereals, said:
“We are delighted to have the opportunity to partner with a show as popular and as trusted as Lorraine. With more than one million people tuning into Lorraine every day – and many of these viewers being parents – we see this as a great opportunity to remind people that breakfast cereal can provide a tasty and fulfilling start to the day.”
Anne Bailey, Head of Breakfast Partnerships, ITV, said:
“We’re very excited to have Nestlé Cereals partnering with Lorraine in 2019. The honest and trusted values of the show reflect those of the Nestlé Cereal brands, which hand in hand will make for a must watch campaign. And with almost half the UK housewives watching Lorraine, it will be the perfect campaign to reach this key audience at a time of day when breakfast is on the table.”
Nestlé Cereals worked alongside top creative agency, McCann London, to develop the ads for the campaign.
Lorraine is an early morning, lifestyle and entertainment show aired on ITV from 8:30am-9:25am on weekdays.
About Cereal Partners
Cereal Partners UK (CP UK) is the UK operation of Cereal Partners Worldwide. Cereal Partners Worldwide (CPW) is a leading global breakfast cereal company and the maker of Nestlé Cereals, including favourites such as Nesquik, Shredded Wheat, Cheerios and Shreddies. With more than 50 brands to suit all ages and lifestyles, CPW strives to make convenient and tasty cereals that helps people start their day.
Established in 1990, CPW is a long-standing partnership between Nestlé and General Mills, bringing together the world-class capabilities of both companies. Headquartered in Switzerland, CPW has a strong global network with 4,600 employees, 17 factories, four R&D centres and sales teams in more than 130 markets.