Plenty sponsors BBC MasterChef LIVE event

Wednesday, 04 November 2009

Plenty, the UK's leading household towel, today announces its sponsorship of the Invention Test at the forthcoming MasteChef LIVE event at London's Olympia (13th - 15th November 2009).

The brand's association with the Invention Test will bring to life its messages of super absorbency, wet strength versatility and durability and reinforce Plenty's status as a cleaning and household essential.

The Invention Test, sponsored by Plenty, is set to be a key highlight of the MasterChef LIVE event and will offer the public a once in a lifetime opportunity to take part in MasterChef's iconic culinary test without taking part in the TV programme.

Thirty contestants will be presented with ingredients and given just 30 minutes to create a tempting dish in front an audience of over 100.
The best three dishes from each session will go forward to be judged by the formidable duo themselves, John Torode and Gregg Wallace.

Stars of the Plenty TV adverts, Brenda and Audrey will be on hand at the Invention Test to act as Plenty brand ambassadors and provide consumers with a face-to-face brand experience.

Brenda and Audrey will also be putting Plenty to the test by cleaning up contestant's spills as they compete in the Invention Test.

MasterChef LIVE will see the hugely popular BBC Good Food Show teaming up with the producers of BBC1's MasterChef to deliver a new format show for food-lovers.

The event, which is expected to attract 32,000 visitors over three days, will offer consumers the opportunity to see their favourite celebrity chefs in action including James Martin, Michel Roux Jnr and Valentine Warner.

Also on offer is the chance to taste dishes from top restaurants including Daphne's and The Ivy as well as experiencing one of London's largest farmers markets with over one hundred stalls.

In addition to the London MasterChef LIVE show, Plenty will be the cleaning sponsor of the follow up BBC Good Food LIVE Birmingham event which expects 120,000 visitors, taking place from 25th to 29th November 2009.

Plenty will be on stage with celebrity chefs as they impress the live 2, 5000 theatre audience with their culinary skills.

Plenty brand manager Andrea Thompson comments: "This sponsorship strategy represents an exciting new direction for Plenty and provides a creative platform from which we can engage with our target consumers and bring to life the Plenty brand and demonstrate its premium attributes.

"The sponsorship also creates an important link between entertaining and cleaning in and around the home and demonstrates Plenty's varied uses, establishing it as an essential household item."

The sponsorship activity has been designed to help drive the key messages of the value campaign and support the recent Plenty TV commercial.

The activity is part of a wider through-the-line campaign where Plenty will offer consumers a money back guarantee.

Plenty is so certain of its product's superiority that consumers are being encouraged to ‘Put Plenty to the Test' with a money back guarantee instilling consumer reassurance.

The sponsorship marks another element the second phase of Plenty's migration from Bounty which has also seen the introduction of a new logo and new-look packaging, as well as a Matrix style TV advertising campaign featuring brand icons Brenda and Audrey.

Source: Plenty

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