The 3M deal with the BBC forms the basis of a wider campaign which includes press, point of sale, digital and a variety of sales promotion activities.

Press advertising includes ads in female titles OK, Hello, Heat and Now while digital ads will run on sites including Handbag, Desk Demon and MSN.

Other activities will include in-store incentives for retailers, a major sampling campaign, an incentive campaign involving pre-loaded debit cards offering a discount for purchasing selected 3M office products and a number of prize draws offering cash, upmarket restaurant meals and five star hotels.

A dedicated website has been created to accompany the promotion.

3M believes there is a natural fit between The Apprentice and its hectic rough and tumble, “no nonsense” office-based environment and the company’s products and its Post-it Notes in particular.

The promotional campaign focuses on 3M's core purchasing market of female office administrators.
 
Ian Morgan, an account director at Blue Chip said: "The UK stationery market is highly fragmented with thousands of products competing in a complex distribution network where own-label offerings are a consistent and prevalent threat. In the office stationery channel, every day low prices are largely implemented as stationers seek to be the most competitive."

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