UM London have helped their Haagen Dazs client team up with Channel 4 and a host of other brands to dominate a three-and-a-half minute menu-themed commercial break during the popular television program Come Dine With Me.

To increase awareness and to reach female consumers in a targeted and relevant environment.

'The Dinner Party' break, airing September 27th, will comprise of seven 30 second ads broadcast consecutively to mimic a dinner party menu, with each course announced to the viewer during a 2 second ident. Beginning with an apperitif, the 'menu' will progress through the starter, main course and culminate with a delicious Haagen Dazs dessert, move on to cheese, coffee and finishing off with a liquer.

Using BARB Analytics UM London and C4 found that themed ad breaks retain a higher proportion of viewers throughout the break compared to non-themed ad breaks broadcast during programmes (+10%). It also found that 100% of viewers watching the last 5 minutes of a programme before a themed break were retained in the 1st minute of the break, compared to 79% for non-themed breaks.

UM TV Account Director, Chris Davies said of this ground-breaking initiative, "UM is thrilled to have negotiated such a fantastic positioning on behalf of our client, Haagen Dazs. Working with a stable of other marquee brands in such a perfectly suited programme, we feel will only help to solidify Haagen Dazs reputation as the premier dessert of choice." The advertisement ran in the centre-break of C4's Come Dine With Me on Sunday, Sept 27th.