The nation's favourite chip brand partners with one of the nation's favourite game shows

McCain Home Fries, ITV and Fremantle Media Enterprises (FME) are pleased to announce McCain as the official sponsors of ITV’s All Star Family Fortunes which launched on 20th Sept and will air weekly on Sunday evenings until Christmas. The partnership includes both broadcast sponsorship and an integrated off-screen activity. Sponsorship idents, featuring the ‘McCain family’, will top and tail the popular TV game show presented by Vernon Kay and wrap around the centre breaks.

Rachael Smith, Group Product Manager at McCain said, "The Family Fortunes sponsorship offers McCain an excellent opportunity to add value to the category as well as stand out on shelf for our target consumers. Family Fortunes is a perfect affiliate for McCain to partner with as both have the same values of sharing family experiences. The above-the-line support will further drive awareness of the sponsorship and ultimately the brand."

Andrea Ridout, Sponsorship Manager, ITV said: "We are delighted to have McCain returning to sponsorship on ITV. Combining the on-air sponsorship with off-air activity will create a really rich association, and we look forward to a very successful sponsorship and brand relationship."

Jana Gray, VP Sponsorship, FME UK brokered the off-air sponsorship deal and commented, “We are always looking toward building personal relationships between our programme brands such as All Star Family Fortunes, and products fans love. We are delighted to be working with such an important brand such as McCain. Their brand resonates with British audiences and compliments the essence of what families enjoy about watching television together."

Demonstrating quirky family moments, the 17 idents, created by Beattie McGuinness Bungay, follow the same format as the popular show "we asked 100 people". In one ident the ‘McCain family’ are seen watching TV whilst eating their tea and gran snoozes in her armchair. The little girl asks "we asked 6 people who snores the loudest?"

The broadcast sponsorship is supported by an on-pack promotion which will run in-store from the end of October until Christmas time on over 7million packs, with a call to action inviting consumers to enter a competition. From November 2009 until January 2010 McCain will be giving lucky entrants £5,000 in weekly prize draws and 1,000 free McCain Home Fries bags. The on-pack promotion will then drive traffic to the Home Fries website URL www.tastyhomefries.co.uk via the ITV.com website and newsletter. In addition there will be a Family Fortunes themed Home Fries radio competition running on commercial radio.

From the end of October until the end of January, a partnership with Bauer Publishing is also running in support of the sponsorship programme. Titles will run a big competition giving one UK family the chance to win "a taste of fame and fortune". McCain will present the winning family with the opportunity to take part in a photo shoot and interview that will then be featured in a series of Bauer titles.

All Star Family Fortunes is produced by talkbackTHAMES, the UK production company owned by FremantleMedia, for ITV.

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