Paterson Arran shortbread to sponsor Loose Women

STV's Loose Women presenters. Picture: PA

STV's Loose Women presenters. Picture: PA

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PATERSON Arran is aiming to build on its position as the biggest selling shortbread brand in the UK with a TV advertising campaign that will see it sponsor lunchtime STV series Loose Women.

In the Livingston and Isle of Arran-based firm’s first venture into TV sponsorship, the group will back the latest series of the panel show from its start on Tuesday to the end of 2013.

Sales and marketing director Allan Miller said the show’s lunchtime audience was an exact fit for Paterson’s target customers for its shortbread.

“This is the first time that we’ve explored a TV sponsorship package and we couldn’t have found a better partner - it’s perfect for our brand.”

Paterson’s sponsorship “bumpers” will feature in breaks throughout the 60 minute show, with an advertising campaign based on a series of tales of a busy mum who is harassed by a series of “everyday” domestic disasters and needs small everyday treats as a remedy – such as a cup of tea and piece of shortbread.

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