Mr Kipling to sponsor ITV1's All Star Mr and Mrs

LONDON - ITV1 has signed the Premier Foods cake brand Mr Kipling as the sponsor of its All Star Mr and Mrs show.

ITV1 signs Mr Kipling as new show sponsor
ITV1 signs Mr Kipling as new show sponsor

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."