Lactalis brand Président is to continue its sponsorship of the Channel 4 cooking show Come Dine with Me in 2021.
The sponsorship, now in its fourth consecutive year, will run from January through to the end of April on Channel 4, E4 and More4, reaching 8.6 million consumers.
Forming part of a wider marketing campaign in 2021, the £1.5m Come Dine with Me sponsorship aims to raise awareness for the brand amongst its key target audience of ABC1 adults and will promote the Président cheese and butter range.
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, said: “We believe that in order to keep our brands highly visible, we must continue to invest in high-impact marketing campaigns. We are confident that this high-profile sponsorship of Come Dine with Me will continue to significantly increase brand awareness and also communicate Président’s quality credentials to the right audience.”