This paper explains how children's food brand, Ella's Kitchen's, was able to advertise exclusively on Nickleodeon without committing to spend upfront by forming a partnership with Viacom Brand Solutions (VBS). In order for Ella's Kitchen to build a brand amongst children, it needed to associate itself with a partner who already had that relationship, Nickelodeon. Ella's Kitchen and VBS constructed an innovative shared risk agreement whereby VBS initially guaranteed £100,000 worth of airtime Ella's Kitchen so long as the brand was able to secure national distribution. This commitment persuaded Sainsbury's to stock the brand. The creative strategy involved winning the kids over in a series of fun and upbeat TV executions so that they could in turn act as ambassadors to their mums. As a direct result of the partnership, Ella's Kitchen has generated a turnover of £13.5 million in the three years since launch