Seeds of Change, the Mars-owned organic food producer, has signed a six-figure sponsorship deal that straddles the UKTV Food and UKTV Gardens channels.
The sponsorship deal will see the premium food brand feature in excess of 200 hours of “hand-picked” content on the digital channels.
Seeds of Change will sponsor the UKTV Gardens’ eight-week-long Grow Your Own Season, which starts in September. The season will incorporate three hours of content each week-day and two “organic” themed weekends.
It will also sponsor UKTV Food’s Local Hero 2007 and is an official partner of the channel’s nationwide search for Britain’s favourite food supplier. It is the first time that Local Hero has been sponsored.
Viewers are encouraged to vote on UKTV Food’s website, with the results the basis of Gary Rhodes Local Food Heroes 2007 series, which premieres in November.
The deal includes a campaign of on-air ads targeting ABC1 women on both channels throughout August and September.
Seeds of Change will also sponsor the channels’ websites until the end of November.