Sky and Pulse team up on post-production product placement

The first primetime digital product placement in the UK comes from a deal struck between pet food maker Pedigree and Sky, set to air tonight (May 17) in an episode of A Different Breed.
May 17, 2011

The first primetime digital product placement in the UK comes from a deal struck between pet food maker Pedigree and Sky, set to air tonight (May 17) in an episode of A Different Breed.

The deal will see Pedigree Dentastix – an oral care product for dogs – feature in an episode of Sky 1 HD’s observational documentary series A Different Breed.

Pulse, the show’s producer, Sky1 Hd, Sky Media and Pedigree all worked together on editorial opportunities for the product which were then digitally inserted during the post-production process.

During the first episode featuring the product placement, posters for Pedigree Dentastix are digitally inserted into the background of a scene featuring a man walking his dog through a London street, and on the side of a phonebox.

Before and after post-production insertion of product placement

The deal was negotiated by Sky Media and Zenith Optimedia, with the digital insertion carried out by digital product placement specialists MirriAd.

Jason Hughes, head of branded content, BSkyB, said in a statement, “We’re delighted to be at the vanguard of digital product placement in the UK. A Different Breed is an unashamedly quirky show celebrating our country’s love of pets – in this case dogs and their owners. It therefore presents some ideal opportunities for a brand like Pedigree.”

He added that Sky is looking to work with other brands to explore similar opportunities.

Caroline Reik, Pulse’s sponsorship and brand content specialist, added, “We feel very proud to be the first company to work with Sky and MirriAd on this post-production product placement deal to demonstrate how product placement can work effectively and creatively… The post-production route gives both producers and broadcasters time to plan a suitable brand to sit within the editorial context – the better the fit, the more impactful the placement can be.”

About The Author
Andrew Tracy joined Realscreen as associate editor in 2021, following 17 years as managing editor of the award-winning international film magazine Cinema Scope. From 2010 to 2020 he also held the position of senior editor at the Toronto International Film Festival, where he oversaw the flagship publication for the organization’s year-round Cinematheque programming and edited its first original monograph in a decade, Steve Gravestock’s A History of Icelandic Film. He was a scriptwriter and consultant on the first season of the Vice TV series The Vice Guide to Film, and his writing and reporting have been featured in such outlets as Cinema Scope, Reverse Shot, Sight & Sound, Cineaste, Film Comment, MUBI Notebook, POV, and Montage.