Kellogg's Squares Partners with ITV2's Celebrity Juice for Sponsorship Deal

Kellogg’s Squares is joining forces with ITV2 and irreverent comedy panel show, Celebrity Juice, to launch its first ever TV sponsorship deal.

Created and negotiated by Carat, ITV Commercial and FremantleMedia UK, the deal for Celebrity Juice - with its big name celebrities, flirtatious and cheeky sense of humour - allows Kellogg’s Squares to drive relevance to its young adult audience and dispel the child-like associations with the brand.  

Carat worked closely with Dentsu Aegis Network sister digital marketing agency Isobar, to incorporate a social media strategy that allows viewers to take part in fun competitions and exciting games on Twitter whilst watching the show to amplify on-air activity and drive brand engagement. Isobar will also be implementing experiential activity as the series progresses.

To support the sponsorship, Leo Burnett has created a series of idents collectively titled ‘Hungry For You’. The films feature a young man and woman singing a sexy slow song to the Kellogg’s Squares bars before intimately indulging themselves in a way that only a Squares ‘lover’ would do. 

As part of the sponsorship, Carat negotiated with both international production company FremantleMedia as well as ITV Commercial for rights to Celebrity Juice assets, which will be used across Kellogg’s Squares’ social media channels.

The idents were written by Elliott Starr, art directed by Laura Clark, and directed by Stephen Pipe through production, commercials and digital agency Tantrum. The music was created by Mcasso.

Leanda Falcon, Brand Manager at Kellogg’s Europe, said: “With the humorous, tongue in cheek nature, its brilliant presenter Keith Lemon and hilarious challenges, Carat spotted Celebrity Juice as the perfect vehicle to drive relevance with Kellogg’s Squares young adult audience and dispel the child-like associations people may have with our brand. The combination of both a broadcast sponsorship and second-screen activity provides us with the right platform upon which to build a stronger and more meaningful relationship with our audience.”

Matthew Hinton, Creative Solutions Executive at Amplifi @ Carat, said: “Celebrity Juice is the perfect fit for the brand – fun, young and engaging. With Kellogg’s Squares we have gone beyond the realms of traditional sponsorship. The integration of social media gives the campaign a rounded and holistic feel that complements the on-air sponsorship and drives real business value for the brand.”

Pierre Duquesnoy, Creative Director at Isobar, said: “We’re really excited to be supporting Squares’ “bang-tastic” sponsorship with Celebrity Juice. Through both digital and experiential channels we’ll be helping build the brands relevance for our audience by offering up the chance to win tickets to the filming of Celebrity Juice. On show nights on Twitter we’ll have fun games and competitions whilst later in the series we’ll be sending out the “Tell ‘Em They’re Tasty” booth to the streets of Britain to give more people the chance to win tickets.”