Iceland has extended its partnership with ITV Commercial following nine years as sponsor of ‘I’m a Celebrity…’ to become sponsor of The Paul O’Grady Show.
It covers broadcast, online and mobile, with the creative focusing on teatime meals for the family.
Alison Laverick, head of marketing at Iceland, said: “It’s a show that our customers will be settling down to watch as the family returns home for tea and we’re sure they’ll be equally excited to see sponsorship idents that deliver the humour we’re famous for whilst showcasing some of our great family meals”.
The deal was negotiated by ITV Commercial and Mediacom North, while Karmarama han-dled the creative.
The first episode in the new series airs tonight, 28 April.