McCain to sponsor ITV cookery show

ITV1, which is attempting to win back late-afternoon audience share from Channel 4 with a new show called Soapstar Superchef, has signed a deal with McCain Foods to sponsor the series.

Soapstar Superchef, which is expected to run on weekdays from 5pm, will be up against Richard & Judy, and will feature some of the UK's top soapstars preparing dishes for three professional chefs.

McCain is using the deal, negotiated by Drum PHD, to support the launch of its Potato Gourmet range. The deal follows its sponsorship of the ITV food shows Daily Cooks and Saturday Cooks.

Creative for the sponsorship credits is through Beattie McGuinness Bungay.

Simon Eyles, the director of communication at McCain, said: "TV sponsorship helps McCain communicate effectively with its key audience."