CARAT DELIVERS MEDIA FIRST FOR KELLOGG’S
'Love Island - The Morning After' sponsored by Kellogg's Corn Flakes launches today.
Today ITV, together with Kellogg’s, will launch a media first – a free breakfast podcast created for fans of the hit TV show. ‘Love Island – The Morning After’ podcast, a 10 to 15-minute recap and discussion of the previous night’s show, will be presented by Arielle Free and last year’s winner, Kem Cetinay, six mornings per week. It will be available for free download via the Love Island app, iTunes and via aCast on both iPhone and Android.
Dentsu Aegis’ content and entertainment arm, The Story Lab, worked closely with ITV - who originated the podcast concept after noting high search traffic numbers for Love Island information early every morning after the show - and with Kellogg’s to create and deliver the partnership.
Niamh Cribbin, Senior European Marketing Manager, Corn Flakes and Rice Krispies at Kellogg’s said, “The conversation and social currency surrounding Love Island is incredible and like no other TV show. Therefore, the collaboration with Kellogg’s will resonate with a key demographic and is a great fit for Kellogg’s Corn Flakes. Now fans of the ITV2 reality series can enjoy catching up on the previous night’s show whilst they have their breakfast cereal.”
Claire Heys, ITV Brand Partnerships and Content Director at ITV said, "The Love Island podcast is sure to be a must listen for fans of the show. With this partnership with Kellogg’s we're keeping the excitement going all through breakfast time with some great on-pack promotions and prizes."
To that end Kellogg’s have launched an on-pack promo on both Kellogg’s Corn Flakes and Kellogg’s Crunchy Nut packs called ‘I’m a Cereal Dater’. The public are encouraged to take selfies with the special boxes and upload images to their social feeds using the hashtag #Kelloggscerealdater for a chance to win the grand prize – a trip to the poolside Love Island final - as well as 10 daily runner-up prizes of fridge magnets featuring the buzzwords from the current season.