BBC Worldwide Channels agrees sponsorship with Pick n Pay and associate sponsors Defy Appliances and Nestlé for the second series of hit TV show Come Dine With Me South Africa

Date: 30.08.2012     Last updated: 18.03.2014 at 17.53
Category: BBC Worldwide
BBC Worldwide Channels has agreed a deal that sees Pick n Pay, the South African supermarket return as the main sponsor for the second series of ratings hit and critically acclaimed TV show Come Dine With Me South Africa.

Click to tweet: .@BBCWpress Channels sponsorship w Pick n Pay, assoc. sponsors Defy Appliances & Nestlé for series 2 of #ComeDineSA

Launching on BBC Entertainment on Monday 24th September at 20:00, this year’s associate sponsors will be Defy Appliances and Nestlé.

The agreement with Pick n Pay will encompass a variety of on and off-air elements. Off-air the supermarket chain will have banner advertising on BBC Entertainment’s dedicated Come Dine With Me South Africa microsite, as well as the logo appearing on the microsite pages it will also feature on recipe print-outs with headline sponsorship logo exposure on all online video content. 

The on air elements for Pick n Pay include: 5” generic stings on all Come Dine With Me South Africa advertising breaks and 5” stings on promotional trails across BBC Entertainment, BBC Lifestyle and BBC Knowledge.  In addition, two 10” open and close billboards will feature on all Come Dine With Me South Africa episodes and Pick n Pay will be tagged on 60” bespoke Come Dine With South Africa vignettes. The Pick n Pay logo was also featured on the call to entry promos for the series.

New associate sponsor Defy Appliances will also have exposure on the Come Dine With Me South Africa microsite in the form of banner and logo advertising, in addition to associate sponsorship logo exposure on all online video content. On-air, Defy will feature in two 10” centre stings per episode including catch up transmissions of the series.

Defy Appliances will sponsor and provide prizes for a bespoke Watch and Win competition where viewers will have the opportunity to win a variety of items that may include an MSGE oven, a 5 Burner Gas Hob, a Premiumhood & C635 Combi Refrigerator, a Dishwasher 8 and a DM0356 Microwave. Entry to the competition will be online via

Nestlé will feature on-air with two 15” stings per episode in addition to banner and logo exposure on the Come Dine With Me South Africa microsite and on all online video content.

If applicable all sponsors will feature in incidental and natural product placement within Come Dine With Me South Africa episodes.  All sponsors will also have their logos featured in off air advertising including advertisements in magazines promoting Come Dine With Me South Africa

Carolyn Gibson, SVP International Sales, EMEA & US commented “We are delighted that Come Dine With Me South Africa is returning to BBC Entertainment for another series. Building on the runaway success of series one, we’re committed to bringing yet another top quality and entertaining localised production to our South African viewers. This year we’re thrilled to have Pick n Pay join us for another year as headline sponsor and to have Defy Appliances and Nestlé join us as new associate sponsors for the show.”

Bronwen Rohland, Director of Marketing and Sustainability Pick n Pay said “Pick n Pay is delighted to once again be headline sponsor of Come Dine With Me South Africa – series one was a huge hit with local audiences, and we loved the melodrama and entertainment the larger-than-life contestants provided in their efforts to impress their dinner guests. Pick n Pay is synonymous with all things culinary and is therefore the ideal partner for Come Dine With Me South Africa. We wish all the contestants of series two the very best of luck and look forward to seeing them pulling out all the stops to host magnificent dinner parties this season”.  

Terenia Surtees, National Advertising Manager Defy Appliances said “Defy has been a part of the South African landscape for over 100 years.  The heart of any home is the kitchen and what better way to create memorable moments than preparing and sharing a meal.  Come Dine With Me South Africa will bring a high level of entertainment to exactly this, and we are looking forward to the new series.  We are giving away various packages of kitchen appliances in the last six weeks of the series and hope the viewers are excited by what can be won”.

Nthithi Mathivhulula, Nestlé Brand Manager: Culinary Milks said “Partnering with Come Dine With Me South Africa for series two makes perfect sense for Nestlé, as it’s all about people who put their heart in to their cooking. The programme revolves around sharing and, most importantly indulging in food that aims to impress. This partnership will not only create excitement, but it will also inspire anyone who enjoys cooking to continue to unleash their culinary flair and cook with love for family and friends”.