NBC Lands Reddi-Wip As ‘Wiz’ Sponsor

NBC on Thursday night will ease on down the road with Reddi-wip, as the ConAgra Foods brand will serve as a key sponsorship partner of the network’s primetime production of The Wiz Live! Devised as an extension of Reddi-Wip’s recently launched “Share the Joy” campaign, the dairy topping’s support of NBC’s third live Broadway musical adaptation in as many years will include branded content executions that are contextually relevant to the overarching Wiz narrative.