The People's Vet: close fit with product
Granada Enterprises has signed a £500,000 sponsorship deal with Drontal Worming Tablets to sponsor a second series of a TV veterinary programme.
The pharmaceutical giant Bayer is to sponsor a six-part series of The People's Vet, which is due to start airing on ITV on Monday, July 16.
The People's Vet is a fly-on-the-wall documentary focusing on a veterinary practice in Lewisham, south London.
The deal was negotiated by Mark Rosenegk at Granada Enterprises and Daliah Epstein at BBJ on behalf of Bayer.
Rosenegk, sponsorship executive at Granada Enterprises Commercial Ventures, said: "The fit between the programme and the product
couldn't be closer, this deal really exploits the value of sponsorship.
"The creative is very humorous and drives the message that your pet should be wormed regularly."
Commercial Breaks is producing the creative work which will be cartoon animated.
The credits will feature a 15-second clip at the beginning with five-second break bumpers and 10-seconds at the end of the show.
Daliah Epstein at BBJ said: "With such a niche product, TV has never really been a viable option for Drontal.
"However the synergy with The People's Vet represents a perfect opportunity for Bayer and Drontal to enter into previously unexplored territories offered via a sponsorship route."