By Ian Darby, campaignlive.co.uk, Monday, 21 December 2009 10:15AM
Hosted by Phillip Schofield and Fern Britton the show will return to ITV1 early next year, having pulled in 7.6 million viewers in its previous run earlier this year.
Mr Kipling has signed for an interactive sponsorship that will include idents, mobile, competitions and online activity.
The deal was negotiated by Starcom MediaVest Group, Premier Foods' media agency and McCann Erickson will create the idents.
Lisa Clark, the head of media management at Premier Foods, said: "The integrated sponsorship platform will modernise Mr Kipling amongst our target audience."
This article was first published on campaignlive.co.uk