Londis News

Londis renew sponsorship of “Come Dine With Me” on TV3

Dublin, January 2012, Londis have today announced the renewal of their highly successful sponsorship of “Come Dine With Me” on TV3. The sponsorship includes “Come Dine With Me UK”, “Celebrity Come Dine With Me UK”, “Come Dine With Me Ireland” and for the first time ever “Celebrity Come Dine With Me Ireland”. The renewal follows on the back of an enormously successful agreement last year which saw the sponsorship enable Londis to reach almost 3.6 million people, including 87% of Adults aged 15+ and 89% of Housekeepers. Unsurprisingly the big success in the year was the launch of Come Dine With Me Ireland which reached almost 2.6 million people, peaking at an average of 512,000 viewers.

This year promises even more excitement with two “Celebrity Come Dine With Me Ireland” and seven “Come Dine With Me Ireland” shows to grace our screens in 2012. This combined with the UK shows will increase Londis’ on-air presence in 2012 and give added opportunity to leverage the sponsorship in-store, online and through traditional media. Once again Londis will look to use the sponsorship to showcase their product and service offering, whilst also positioning Londis as the dinner party saviour. The first episode of “Celebrity Come Dine With Me Ireland” aired on 2nd January with over 552,000 viewers tuning in.

Commenting on signing the renewal, Londis Group Marketing Manager, Ruth Norton said: “Given the tremendous success of Come Dine with Me in 2011, the decision to renew the sponsorship in 2012 was an easy one. The 2011 launch of Come Dine with Me Ireland by TV3 was very well received by Irish audiences with over 2.6m viewers tuning in to enjoy the unique humor of dinner party’s Irish style! Irish audiences have really connected with Come Dine With Me and for 2012, we’re confident that the sponsorship will prove a real recipe for success for the Londis brand. Not only do Londis stores provide the best ingredients for the perfect dinner party, but we’re also on hand when plans go awry! We look forward to working closely with TV3 to bring an even stronger campaign around the sponsorship to our customers in 2012 and build on our award winning activation in 2011”.

The total Londis investment in the sponsorship and supporting campaign will be well over half a million euro including in-store activation, PR and social media. Londis will continue to work closely with TV3 to maximise the impact of the sponsorship utilising all available channels to once again deliver an award winning activation campaign.

TV3’s Commercial Director Pat Kiely said: “TV3 is delighted Londis has renewed its award winning sponsorship of the immensely popular Come Dine With Me for the next 12 months. It is a fantastic partnership, and serves as a stand out sponsorship, not only for its level of frequency with Come Dine With Me Ireland, Come Dine With Me UK and Celebrity Come Dine With Me, but also for the activation campaign surrounding it including large scale promotional, digital and social media activity across TV3 Group as well as in store POS, and extensive PR. We are delighted to continue our partnership with the Londis team, and we look forward to an even bigger and better year of Come Dine With Me shows, kicking off with brand new Celebrity Come Dine With Me Ireland in January!”

ABOUT Come Dine With Me

Launched in January 2005 on Channel 4, “Come Dine With Me” has become a global phenomenon with International versions running or planned for over 26 territories worldwide. The UK version itself is broadcast in Australia, Canada, New Zealand and the US. The show features four or five amateur chefs competing against each other hosting a dinner party for the other contestants. Each competitor then rates the host’s performance with the winner winning a £1,000 cash prize. An element of comedy is added to the show through comedian Dave Lamb, who provides a dry and “bitingly sarcastic” narration.

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