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Laithwaites becomes first wine partner of ITV Drama

28 September 2021 By Patrick Schmitt

UK mail order wine merchant Laithwaites has created a series of 20-second adverts as it becomes the first ‘official wine partner’ of ITV Drama.

The collaboration, which was brokered by Medialab, will see 12 new contextual TV adverts produced by ITV Creative, exploring the ‘drama in every drop’ of Laithwaite’s wines.

Each 20 second spot will be broadcast around ITV’s new dramas this autumn including The Larkins, Hollington Drive, The Long Call and Midsomer Murders, and the campaign launched last Friday with the new series of Grantchester.

Mike Barrett, ITV Group Sales & Partnerships Controller, said: “We’ve got a huge Autumn in store with some incredible new dramas on-screen and I’m delighted to welcome Laithwaites as our brand-new Official Wine Partner for ITV Drama. This is a great example of a really collaborative effort, working with the brand, media agency and ITV Creative to create a selection of bespoke, contextual adverts that will reach a key audience around our dramas.”

Rupert Ellwood, Laithwaites Marketing Director, said: “We’re incredibly excited to be the Official Wine Partner of ITV Drama, and have worked together to create a new series of adverts and content which bring our range of wines to life. As the UK’s leading home delivery wine business, helping customers enjoy wine in new and exciting ways is extremely important to us – all reinforced by our belief that great wine brings people together.”