Time for a morning cuppa...

The sponsorship with e.tv has been a team effort from a House of Coffees perspective - with Famous Brands as the franchisor for the House of Coffees coffee shop, National Brands Limited (NBL) as the trademark owner of the brand and Ciro Alliances (food services division of NBL) as the out of home distributors for the brand, joining forces on the project.

Salome Tribelhorn, senior product manager at Ciro Alliances, believes viewers will thoroughly enjoy the inserts.

"The concept works so well; it's a morning routine we all have. Drinking your first cup of coffee while watching the morning show on tv - and who can resist an inner glimpse into the lives of our South African celebrities? We're going to be targeting a wide range of personalities; from actors, to sports people and politicians - there will be something to appeal to everyone", she comments.

The first insert to be aired will launch at the Killarney Mall House of Coffees, with the Morning Edition team broadcasting the show live from the store. The outside broadcast will be themed around coffee, covering everything from the history of coffee, demonstrations on making the perfect cup to a celebrity coffee making challenge between actresses from popular e.tv soapies, Backstage and Scandal.

"We've put our resources together to make this exciting project happen. The inserts will be aired every Thursday from 21 September at around 7.10am - so keep a watch out for your daily 'story in every cup', concludes Tribelhorn.