Tassimo makes first foray into TV sponsorship
Tassimo
The Big Idea
Innovative coffee pod system TASSIMO makes its first foray into TV partnership with its sponsorship of Channel 4’s BAFTA-nominated Steph’s Packed Lunch programme – the first sponsorship in TASSIMO UK’s history.
Created and brokered by JUMP, Havas Entertainment’s creative division, the sponsorship package with Channel 4 and Expectation and Can Can Productions – the producers of Steph’s Packed Lunch – includes exclusive licensing to use the daytime show’s IP in digital ads and product placement to allow for integration of both commercial and editorial touchpoints.
The product placement deal allows Bosch TASSIMO new coffee machines to be placed in the background of the programme throughout the 14-month deal, which makes this TASSIMO’s largest TV engagement since 2018.
JUMP has also developed and created a series of idents appearing at the commercial breaks. The laidback creative makes TASSIMO an integrated, extended part of the programme by showing folk backstage on Steph’s Packed Lunch’ set going for a coffee. The creative brings the action, excitement and authentic appeal of the show in a credibly 'TASSIMO Way' by blurring the lines between entertainment and an ad.
The daytime TV show has been running since 2020, bringing viewers a daily dose of entertainment, lifestyle and consumer news with high-profile guests, including Anton Du Beke and Claudia Winkleman, delivering prime daytime viewing.
JUMP will also be launching and managing TASSIMO’s social channels.
Alexia Edwards, chief operating officer at Expectation said, “Can Can Productions and Expectation are delighted to have established this partnership with TASSIMO. From the show content to digital conversations the brand alignment is a natural fit across our shared core values and we look forward to working together.”
Roberto De Felice, marketing director UK&I, TASSIMO, said, “TASSIMO is playful, down-to-earth and fun and we wanted to bring the action, excitement and authentic appeal of Steph’s Unpacked Lunch to our TASSIMO brand. Steph’s chatty, casual and honest style makes her an entertaining host, and this matches the joy and spontaneity that Tassimo brings to everyday moments for our customers. The depth of our partnership and our product enable us to be authentically part of the programme in ways that our customers will find familiar.”
Making it Happen
Julia Nicholls, managing partner, Havas Media UK, said, “We know that conversations are made better with TASSIMO coffee, that’s why we’re making its range of great coffee products an integral part of Steph’s Packed Lunch to fuel memorable moments. This comprehensive sponsorship and integration into a firm daytime favourite delivers consistent TV presence throughout the year – something few coffee brands are doing – giving TASSIMO the opportunity for ownable conversations with its target audience.”