ITV signs Pedigree petfood to sponsor This Morning

LONDON - Pedigree, the Masterfoods petfood brand, is to sponsor ITV's flagship daytime show 'This Morning'.

Pedigree has signed a deal covering broadcast sponsorship and sponsorship of the interactive service that supports 'This Morning', the programme hosted by Fern Britton and Phillip Schofield.

The deal was negotiated by Tim Brady at ZenithOptimedia's Alliance division and Mark Rosenegk, sponsorship manager at ITV Sales. Credits will be produced by TBWA\London and BBC Worldwide.

'This Morning', which averages an audience of 1.1m, will feature the Pedigree banner on its red button interactive facility. This will take viewers through to a Pedigree section, featuring an interactive quiz based on recent Pedigree ad campaigns.

Rosenegk said: "'This Morning' is our flagship daytime show and it is fantastic to go into partnership with a brand leader. The complementary benefits to both brands will ensure this is a valuable piece of communication."

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