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Accolade renews Come Dine With Me deal
Hardys and Echo Falls have renewed their sponsorship of Channel 4 TV programme Come Dine With Me.
The new deal, which runs until the end of 2012, continues the brands’ sponsorship of the show – an association that started in 2009.
Accolade Wines, which owns the brands, estimates that the new deal will have a media value of £10 million over the coming year, with the shows running on Channel 4, More4 and 4oD.
According to the company, the deal represents a continuation of the biggest consumer campaign in the wine industry.
As in previous years, Hardys and Echo Falls will own different parts of the year, with branded idents running before and after each programme as well as running either side of every commercial break. There will also be advertising and social media link-ups with www.channel4.com.
A statement from Accolade Wines said: “Consumer research has shown that the link-up with Come Dine With Me has had a hugely positive impact on both brands.
“This Christmas Hardys confirmed its place as the number one wine brand in the UK, with value share in the off-trade growing by 15.9% in the three weeks running up to Christmas.”
Echo Falls is now the third biggest wine brand in the UK and the eleventh biggest brand in total alcohol.
According to Nielsen statistics it added more value to the alcohol category than any other top 100 brand in the last year.
Clare Griffiths, marketing director at Accolade Wines, said: “We are delighted to continue our long association with Come Dine With Me. It has been a fantastic association for us leading to great brand recognition and it has helped drive sales of Hardys and Echo Falls – two of our leading brands.
“We are looking forward to supporting the show over 2012 – as more members of the public try to impress with their cooking and entertaining skills.”
Come Dine With Me has proved to be one of the biggest hits for Channel 4 in recent years and it continues to be one of broadcaster’s highest rated food shows, as well as frequently being the channel’s highest rated daytime show.
A spokesperson for Channel 4 said: “We are thrilled Accolade Wines have continued their partnership with Channel 4 on Come Dine With Me, as the show’s fun and light-entertainment format proves to be a superb fit with Hardys and Echo Falls.”