IPG-owned Mediahub has announced the launch of a collaboration between Channel 4 and ice cream brand Little Moons, in what is set to be the latter’s first-ever TV brand partnership.
The broadcaster was selected by Mediahub due to a perceived alignment between its creative vision and that of Little Moons, which is centred around its ‘From another world’ brand platform.
Spearheaded by a 30-second TV spot produced by London-based studio 1st AvenueMachine, the campaign will run nationally until the end of July with an additional push across social media to maximise audience awareness.
Through its partnership with Channel 4, Little Moons has been able to recruit Derry Girls star Saoirse-Monica Jackson to appear as the clip’s lead, in the hopes of opening up new markets for the brand.
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“We’re delighted to have worked with both Saoirse Monica-Jackson and Channel 4 on this campaign, both of whom are a natural creative fit for us,” Little Moons marketing director, Ross Farquhar said.
“The partnership perfectly captures the indescribably delicious world of Little Moons and we hope that it encourages viewers, especially those yet to give our mochi ice cream a try, to discover it for themselves.”
Commenting on Channel 4’s partnership with the ice cream brand, the broadcaster’s agency and client sales leader, Angus Mitchell said: “It’s a thrill to collaborate with Little Moons on its first ever TV partnership.
“Running across some of Channel 4’s biggest shows, it’s wonderfully creative and perfectly brings the product to life.”
Mediahub UK chief client officer Yasemin Worrall added: “It has been an absolute pleasure working on this exciting partnership and seeing the Little Moons and Channel 4 worlds collide in the best way.
“Mediahub UK is very proud to be working with such a creative and dynamic client and we are very excited to see Little Moon’s first TV partnership hit the screens in July.”
