The deal marks the first time a Premier Foods brand has entered into a high profile TV sponsorship, alongside an integrated marketing.
The sponsorship will give Mr Kipling a presence across both ITV1 and ITV2 at during the 8 week long season. The creative will showcase the entire Mr Kipling range.
TV idents will appear throughout each Saturday episode and during repeats the following Sunday and Monday, as well as a presence on ITV.com. The supporting marketing campaign includes a competition that gives consumers the chance to win a second honeymoon in Paris.
All Star Mr & Mrs is hosted by Phillip Schofield and Fern Britton, and begins 2 January.
This article was first published on marketingmagazine.co.uk