MEC Wavemaker’s Push for Colgate Sensitive Pro-Relief Launches Partnerships with Food Tube & ITV


Colgate Sensitive Pro-Relief is teaming up with Jamie Oliver Group’s Food Tube, ITV and a host of UK food festivals for a new social, digital and experiential campaign by MEC Wavemaker.

Jamie Oliver Media Group, MEC Wavemaker and Colgate have co-created a content series called ‘Take an Extra Bite out of Life” featuring food and drink recipes designed for people with sensitive teeth, food and drink themed films and information and advice around tooth sensitivity triggered by food and drink. The content features both Food Tube stars and Gino D’Acampo, a regular face on ITV’s This Morning Food.

The campaign will run on Food Tube and and will be distributed across social media to generate conversation around tooth sensitivity and dental care. The co-created content will also air on ITV as contextual spots, featuring Gino D’Acampo, and as part of Colgate’s sponsorship of the Food segment on This Morning.


The experiential part of the campaign will see the brand invite people at food festivals around the UK to take the Colgate Sensitive Pro-Relief challenge. The challenge, which will take place at the BBC Good Food Shows, Foodies Festivals and the Big Feastival, involves trying the toothpaste and eating liquid nitrogen cooled ice-cream covered in a topping to trigger hot, cold, sweet and sour sensations.

Food Tube star, Katie Pix, will appear on stage at the festivals showcasing their Food Tube recipes and encouraging people to visit the Colgate Sensitive Pro-Relief stand to sample the product.

Competitions running as part of the campaign will also offer people the opportunity to win festival tickets and This Morning set tours.


Anthony Crewes, Associate Director, Colgate-Palmolive, said: “This campaign marks the start of an exciting new approach for our Colgate Sensitive Pro-relief brand. By adding a social digital layer through partnerships with ITV’s This Morning Food and Food Tube, we have ensured our content is co-created with passionate experts, and importantly has a clear strategic purpose for the brand.”

Ben Bradley Business Director, MEC Wavemaker, said: “Building on the success of our food festival partnerships for Colgate in 2014, the brief this year enabled us to develop a bigger multifaceted integrated solution with content at the heart. We are taking our client into new territory, delivering content with purpose and differentiating from the competition.””

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