Mr Kipling sponsors Mr and Mrs

Premier Food’s Mr Kipling brand is to sponsor ITV1’s All Star Mr and Mrs.

Mr and Mrs

The show returns to screens in early 2010 and will be hosted by Phillip Schofield and Fern Britton. The first series, which aired earlier this year, peaked with 7.6m viewers, and was sponsored by DFS.

Lisa Clark, head of media management, Premier Foods says: “We are very excited to be sponsoring All Star Mr and Mrs next year. This programme is an ideal fit with our target audience, with a strong link between programme content and creative messaging.

“The integrated sponsorship platform will modernise Mr Kipling amongst our target audience through a combination of television sponsorship, interactive , mobile, competitions and the web.”

The package was negotiated by ITV Commercial and Starcom on behalf of Mr Kipling. It includes broadcast sponsorship as well as online, mobile and interactive activity.

The sponsorship idents will be created by McCann Erickson.

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