UKTV Signs Deal with Kraft Foods

LONDON: Kraft Foods’ cheese brand Philadelphia is to fund a new UKTV cookery format starring chef Simon Rimmer.

The fully-funded 10×30-minute series, Simon Rimmer’s Dinners, will be produced by Denham Productions. The show will premiere exclusively on Good Food on October 12, airing daily at 9 p.m. Philadelphia will sponsor all editorial content associated with Simon Rimmer’s Dinners at goodfoodchannel.co.uk, including features and relevant recipes; four e-newsletters to Good Food subscribers; plus online advertising, including skyscrapers and leaderboards. Good Food will receive branding on 5 million Philadelphia packs, be an integral part of a comprehensive advertorial campaign to support the series premiere and deliver an exclusive nationwide competition that will see Rimmer cook a three-course dinner for one lucky winner in their own home.

UKTV’s head of commercial partnerships, Sally Quick, said, “I am so thrilled to be working with a forward-thinking brand like Philadelphia and MediaVest who are second to none at helping to put deals like this one together.”

Kraft Food’s senior brand manager for Philadelphia, Jennie Koester, commented, “The link up with Good Food is the perfect partnership for us to build on Philadelphia’s cooking credentials.”

Jonathan Greenfield from MediaVest’s sponsorship division added, "As well as content that links with our core message and brand values, the show has provided the foundations onto which a broader bespoke campaign has been built—bringing together above the line, sponsorship, in-store, on pack and online.”