Kiddicare to sponsor ITV2 sitcom Up All Night
Baby products retailer Kiddicare is to sponsor the new ITV2 sitcom Up All Night.
Starring Christina Applegate, Will Arnett and Maya Rudolph, the comedy follows two struggling parents as they attempt to answer the question "is it really possible to have it all?".
As part of the campaign, Kiddicare will be hosting Twitter parties every Monday evening and will invite a series of ‘live chat’ experts to join the conversation.
On Monday 21 January from 9.30pm to 10.30pm, specialist sleep consultant Dawn Kelly will offers advice on getting babies into an overnight sleep routine, while on Monday 4 February back-to-work coach Jessica Chivers will share tips on achieving a good work-life balance.
Commenting on the sponsorship, Alison Lancaster, Kiddicare chief marketing officer, said: "Up All Night really resonates with any parents adjusting to the work-life-baby-juggle.
"It’s fantastic to be sponsoring a series that’s not only laugh-out-loud funny, but one that captures the sheer relentlessness of parenting!"
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