Cow & Gate, the Numico-owned baby food brand, is funding a parenting series on UKTV Style that will be fronted by former EastEnders actress Patsy Palmer.
The ten half-hour episodes of Baby Squad, which will start on September 19 will show mothers and fathers being encouraged to use their instincts when caring for babies and toddlers. Parents will be shown trying to solve their problems before seeking guidance from one of the programme’s three childcare professionals.
The deal has been put together by branded content specialist Drum Screen, a subsidiary of media agency PHD, and Jackie Cooper PR. It will be produced by Cineflix International. To support Baby Squad, sales house IDS and PHD have created a Cow & Gate-sponsored “parenting zone” on the channel, which will show relevant programming and includes a sponsored zone on the UKTV Style website. The deal lasts a year.
UKTV head of commercial partnerships Claire Heys says: “This is a good example of an advertiser, media and PR agency and a broadcaster together creating a branded content project that works for both brand and broadcaster.”