Churchill dog to star in Christmas pantos

Insurance firm Churchill is planning to introduce its famous nodding dog into 22 Christmas pantomimes this year.

The insurance firm's mascot will appear in the shows as part of a pioneering deal with panto producers Qdos Entertainment.

Puppets are being specially created and scripts are being changed to include the dog's catchphrases, 'Oh yes' and 'Oh no'. Churchill will have final approval of the script and the writers have to stick to strict brand guidelines.

The idea was the brainchild of Borkowski, Qdos' retained agency, which approached Churchill. The dog has appeared only in the insurer's ads for the past 13 years.

Churchill's head of brand Peter Deane said the deal was 'taking UK brand sponsorship to a new level - never before has a UK brand been so immersed in a theatre production to such a large audience reach'.

New business director Suresh Raj said: 'We thought, what more can brands do to get close to consumers? Why not make Churchill the star of the panto? It's a perfect fit.'

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