Sharwood's to fund peaktime series on Five

Sharwood's, the Premier Foods-owned brand, is investing in a peaktime food series to be shown on Five.

The spices and cookingsauce producer is funding the 13-part series, called Chinese Food In Minutes, to promote Chinese cooking and Sharwood's Chinese product range through a range of associations with the programme.

Presented by the Chinese chef Ching-He Huang, who has previously presented her own BBC show, the series is produced by Blink Films, which is headed by the former Five director of programmes, Dan Chambers.

Chinese Food In Minutes is the first move by Sharwood's into advertiser-funded content and will begin broadcasting in February in the week leading up to Chinese New Year.

Sharwood's branding will appear on idents around the show and on a branded microsite. Additional content is being shot for the Sharwood's website, which will feature Ching cooking with Sharwood's products.

The deal was negotiated by Sharwood's media agency Starcom MediaVest Group after it was approached by the ad-funded programming sales specialist Krempelwood about backing the show. It builds upon previous Sharwood's TV activity including "green button" interactive ads on Sky Media channels, which demonstrated recipes using Sharwood's sauces.

Sarah Frederickson, the marketing controller at Sharwood's, said: "The programme will index highly with our target audience and we are confident that the partnership will encourage consumers to reappraise Chinese food."