Building on the success of last year’s anniversary celebrations, this campaign aims to keep the brand front of mind among an audience of keen entertainers by showcasing the game’s role in nights in.
The campaign will cover key blocks of weekend programming throughout the key Christmas build-up, taking in programmes such as Rachel Allen: Home Cooking, James Martin’s Sweet Baby James and Rick Stein’s Food Heroes.
The activity marks the first non-food sponsorship deal for the channel.
Wendy Hill, marketing manager, boys division explained: “Scrabble is the perfect accompaniment to a great night in and this campaign aims to position the game at the heart of home entertaining.
“We are confident that the creative will bring the message home in fun, engaging way.”
A series of idents have been created featuring food photography combined with food themed Scrabble anagrams.
The wider Night On the Tiles marketing campaign will also feature a partnership with a food magazine title with food themed teasers and a pull-out guide to entertaining with Scrabble, and an extensive autumn PR campaign.