Premier Foods has entered into a high profile TV sponsorship for the first time, with the announcement that cake brand Mr Kipling will be sponsoring the 2010 season of All Star Mr & Mrs on ITV.
This will be backed up by a fully integrated marketing communications campaign and will give Mr Kipling a presence across both ITV1 and ITV2 at peak viewing times during the eight-week run. The entire Mr Kipling range will be featured.
“Mr Kipling is thrilled to be sponsoring All Star Mr & Mrs this year," said Rachel Moss, Mr Kipling’s marketing controller. "The program indexes highly with our target audience who love celebrities and we are confident that the sponsorship and supporting communications campaign will generate incremental sales across the entire Mr Kipling range.”
The campaign will include a competition that gives consumers the chance to win a second honeymoon in Paris. The series airs from 2 January.