Monday, May 21st, 2012
Sky has signed a product placement deal with Pedigree, the renowned pet food manufacturer.
Pedigree Dentastix will be featured in an episode of “A Different Breed,” a Sky documentary that centers on dogs and their owners. Apart from the product placement, Pedigree will also be entitled to the first advertising spot during the episode’s first commercial break.
The arrangement marks Sky’s second major product placement deal under the new product placement rules of Ofcom. The network also aligned with Microsoft for an appearance of the Xbox360 console on one of Sky’s sports shows.
Jason Hughes, head of branded content for Sky, says that the network is happy to be part of the product placement industry in UK.
