McCann Central create idents for new Crown Paints sponsorship deal with Channel 5, ‘Great British Stories’


Published on March 22, 2018

McCann Central has created a series of nine TV idents for Crown Paints to support a new TV sponsorship deal with Channel 5 for its programme strand, ‘Great British Stories’.

The sponsorship runs from March until the end of 2018. The creative solution involves a revolving series of idents for the Crown Retail, Crown Decorating Centres and Sandtex brands, designed to build and maintain significant brand awareness for its portfolio of brands across key months.

The idents will be placed alongside some of Channel 5’s most popular British-themed documentary and factual programmes during the year, including ‘Secrets of the National Trust’, ‘Made in Yorkshire’, ‘Paddington Station’ and ‘The Flying Scotsman’.

Dani Briers, Managing Director at McCann Central, says: “The creative solution we have generated further enhances the brand values of colour, heritage and ongoing product innovation for which Crown Paints is so well known and which was initially articulated in the company’s long-running and memorable ‘In the Tin’ national advertising campaign.”

Liz Hickson, Marketing Director at Darwen-based, Crown Paints, commented: “Crown Paints, proud holders of the Royal Warrant, are a great British Institution. Serving our customers for over 200 years gives us some interesting stories to tell about our brands and this sponsorship helps us leverage one of the key elements of what makes them so great – a fantastic heritage.