Lidl has been unveiled as the new sponsor of Gogglebox Ireland which returns to screens tonight on Virgin Media One.

The package will see Lidl own the on-air broadcast sponsorship on Virgin Media One and the digital sponsorship across Virgin Media Player and Virgin Media on demand.

This is the fourth season of the show which has proved immensely popular.

Deirdre O’Kane and Rory Cowan will be back with the commentary that links together the comments of those watching programmes over the past week.

A casting call in the summer has produced a number of new families as well who will be part of the show tonight.

The Lidl sponsorship also extends to elements of product placement with items in its deluxe range cropping up from time to time.

“Through our innovative “Trolleycam” marketing campaign last year we followed Irish couples, siblings and families as they navigated the aisles in Lidl for their weekly food shop,” said Acting Head of Marketing Aoife Clarke.

“Now we are delighted to have our premium Deluxe brand sponsor “Gogglebox” as it returns to Irish screens and gives us a glimpse into the viewing habits of the Irish public, in the run-up to a busy Christmas period”

“We are delighted to be involved in Lidl’s sponsorship of Gogglebox Ireland,” added Clodagh Ryan, Client Director at Mediaworks.

“Media sponsorship plays an important role in our overall media and marketing strategy and it is incredibly exciting to be sponsoring one of the most popular shows on Irish television.”

“Gogglebox Ireland is the perfect fit for Lidl and we look forward to working with Virgin Media Solutions to bring this sponsorship to life via product placement and audience engagement.”

“Gogglebox Ireland is one of the biggest shows in the Autumn schedule on Virgin Media One,” said Sarah Geoghegan, Brand Partnerships Account Manager at Virgin Media Solutions.

“It has been a firm favourite with Irish viewers since it launched in 2016.”

“There is real synergy between Lidl and Gogglebox Ireland, as we bring together two household favourites.”

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