Amanda Lennon, Media Week, 01 February 2006, 1:15pm

Viacom in shared-risk airtime deal

Viacom Brand Solutions – the multi-channel sales house for the MTV, VH1, Nickelodeon and Paramount channels - has negotiated a shared-risk airtime deal to help independent brand Ella's Kitchen win distribution in Sainsbury's.

Ads for Ella's Kitchen Smoothie Fruits, a 100% organic fruit snack for kids, break on the four Nickelodeon channels on 8 February and will run for at least eight weeks.

VBS has promised airtime support for start-up brand Ella's Kitchen and this has helped to secure a listing in 338 Sainsbury's stores nationwide – VBS will take a percentage of product sales.

The deal was put together by Nick Bampton, managing director at VBS, and Paul Lindley, founder of Ella's Kitchen and father of six-year-old Ella who features in the company's advertising.

The campaign includes one 30-second ad and two 10-second edited versions, which were made with the Advertising Marketing Partnerships division of VBS and kids specialist Prism Entertainment.

Nick Bampton, managing director of VBS, said: "TV advertising is sometimes seen as too expensive for small and start-ups brands. This deal shows what can be achieved if you rip up the rule book and push for change."