Lidl is the first-ever sponsor of the brand-new entertainment show The Masked Dancer. The sponsorship will see The Masked Dancer stage turned into a Lidl store, with a specially created Masked Dancer character, Goose, who tantalises viewers to guess who they are with clues linked to Lidl products. Goose’s identity will then be unveiled in the idents during the final show of the series.
The Masked Dancer will see celebrity contestants perform unique dances, whilst covered from head to toe in extravagant, colourful costumes and face masks leaving the viewers and star panel to guess their identities. Bringing a wealth of dance expertise to the panel, Oti Mabuse takes up a seat alongside Jonathan Ross, Mo Gilligan and Davina McCall as they all watch closely to see who knows their sashays from their pliés. Hosting this most unusual of dance parties will be Joel Dommett.
In addition, the sponsorship package, brokered by OMD UK, includes licensing and digital assets including branded posts across The Masked Dancer’s social platforms and homepage takeovers on ITV Hub.
Claire Farrant, Marketing Director, Lidl GB, said, “The huge popularity of The Masked franchise, locally and globally, makes it the perfect platform to showcase what Lidl has to offer, for everyone. Through this partnership we will be sharing more of our tongue and cheek personality, whilst reinforcing our position of offering the highest quality and best value for all of our customers.”
Bhavit Chandrani, ITV Director Digital & Creative Partnerships, said: “The Masked Dancer is sure to captivate viewers when it lands on ITV and I’m really excited to welcome Lidl as sponsors for the first time. The sponsorship idents bring the partnership between the brand and the programme to life and showcase the creativity of the teams involved.”
Laura Fenton, CEO, OMD UK, said: “We’re delighted to be able to announce this partnership between Lidl and ITV, particularly with a programme that’s set to be as enthralling as The Masked Dancer. This partnership will reinforce Lidl’s offering of affordable quality for everyone, as well as the brand’s engaging personality, and we’re excited to see what The Masked Dancer partnership delivers.”