Seabrook to sponsor ITV’s ‘In For A Penny’

Seabrook has become sponsor of the primetime gameshow, "In for a Penny’"

The sponsorship deal sees Seabrook air 40 seconds of idents across each episode of In for a Penny, which is now in its sixth series and will run until 1 June 2024.

Using Seabrook’s fun and irreverent tone, the creative captures the dry, witty observations of the great British public and their flavour choices, mimicking the relatable, light-hearted approach that has made In for a Penny so popular with a family audience.

Hosted by Stephen Mulhern, In For Penny is the hugely popular "on the street" game show that gives members of the public the chance to win a grand, although they need to have a penny to play!

“In for a Penny is a brilliant fit for Seabrook; it is light-hearted, packed with personality and celebrates down to earth British quirkiness," said said Claire Hooper, Marketing Director at Calbee UK.

“Alongside our new TV advert that launched in February, In for a Penny forms part of our biggest-ever media campaign for Seabrook. In fact, it marks our largest investment in the brand to date and sets the foundations of our ambitious brand-building and growth plans.”

Ideated and executed by brand communications agency, Principles, the sponsorship idents have been produced by Anattic, with media planned and bought by Cheeky.

Seabrook is the number 1 crinkle cut crisp and the second largest multipack crisp brand in the UK (Kantar volume data 52 w/e 26 Nov 23).