Studio.co.uk announced as lead sponsor of ITV’S In for A Penny

Online value retailer, Studio.co.uk has been announced as the lead sponsor of ITV’s hugely popular on-the-street game show, In for A Penny which returns on 17^th April.

Chris Chalmers, marketing director of Studio.co.uk, said: “ITV’s In for A Penny is a much-needed dose of fun and escapism for families across the UK on a Saturday evening.

“Given our strong heritage in family-focussed value products, this sponsorship is a great opportunity to increase consumer engagement with our brand. As with Studio.co.uk, the show has something for the whole family and with much of it taking place live, it really is a fun show for families to enjoy together.”

Families watching the show at home will be able to get in on the prize-winning action too, as Studio.co.uk is launching a prize draw on 17^th April to giveaway £1,000 to spend with them.

Dedicated In for A Penny content will also take centre stage across Studio.co.uk’s own digital and social platforms.

Jason Spencer,  business development director, ITV added: “Saturday evenings are one of the key times that families get together in front of the TV.

We are delighted to have Studio on board to help us bring laughter to the UK’s lounges this April with the new series of In for A Penny, building on our previous partnerships. After everything families have been through this past year, they deserve good fun, easy watching entertainment.”

Paul Cooper, chief operating officer at MediaCom North, which brokered the sponsorship, said: “We are thrilled to see our strategy come to life. This has been a true collaboration between Studio, MediaCom, Cheetham Bell and ITV and is a perfect example of our partnership approach. Aligning our brands to the content we know audiences love is key, but at MediaCom we believe in optimising the full system, marrying brand building activity with performance driving elements, especially within online retail. In for A Penny is the perfect partner to convey Studio’s family-focused, relatable and value-loving tone of voice and we are proud to be working on this campaign with Studio”