Toy giant Mattel is looking to build on last year's anniversary celebrations for Scrabble, kicking off a sponsorship campaign on UKTV's Good Food Channel.
The sponsorship covers key blocks of weekend programming. Beginning last week, it will run through the key Christmas build up, taking in programmes such as Rachel Allen: Home Cooking, James Martin's Sweet Baby James and Rick Stein's Food Heroes.
The activity marks the first non-food sponsorship deal for the channel.
"Scrabble is the perfect accompaniment to a great night in and this campaign aims to position the game at the heart of home entertaining," said Wendy Hill, marketing manager of the boys' division at Mattel. "We are confident that the creative will bring the message home in a fun, engaging way."
A series of idents have been created featuring food photography, combined with food-themed Scrabble anagrams.
The wider Night on the Tiles marketing campaign will also feature a major food magazine title, with food themed teasers and pull out guide to entertaining with Scrabble, plus an extensive autumn PR blitz.