MISSION agency Bray Leino has launched a new ITV football sponsorship for Mr Porky, the UK’s leading pork scratchings brand, as the new sponsor of ITV’s coverage of the English Football League (EFL) and Carabao Cup.
The sponsorship runs across 19 live matches, ten EFL fixtures and nine Carabao Cup games including the semifinals and final, plus more than 60 highlights programmes.
The activity builds on Mr Porky’s recent sponsorship of the PDC Darts on Sky Sports, extending the brand’s presence in live sport and reaching both existing and new audiences.
Bray Leino designed the campaign to increase purchase frequency among lapsed consumers, build brand fame and drive growth across the pork scratchings category.
The creative idea, “Scratch Day Analysis,” is a wry take on football punditry, drawing playful parallels between the action on the pitch and the crunch of a scratching.
Kate Cox, CEO of Bray Leino, said: “Alongside Mr Porky and ITV, we wanted to remind people how much they love a scratching and to encourage consumers to choose scratchings the next time they pick up a snack. Tapping into a sports audience is the perfect way to make the brand mainstream and we’re excited to see this campaign come to life over the coming season.”
Matt Smith, Marketing Director at Mr Porky, added: “Pork scratchings are a unique snack and, as the market leaders, we want to grow the category by reminding people that there really is no matching a scratching. What better way to do that than through partnering with ITV and their coverage of the nation’s favourite sport.”
