Sainsbury's is to sponsor The Big Kitchen theatre to add a live element to its autumn marketing campaign.
Helen Buck, brand communications director at Sainsbury's, said: "We have decided to sponsor the Big Kitchen Theatre this year as it will deliver a significant message about Sainsbury's as the supermarket for fresh ingredients, and provide an ideal live element to our marketing campaign this November."
The sponsorship will also compliment Sainsbury's ad spokesman Jamie Oliver's live demonstrations at the show, alongside original 'Hell's Kitchen' chef Gordon Ramsay.
The two chefs will show audiences of more than 3,000 people five times a day how to cook with exciting fresh ingredients.
In addition, the BBC Good Food Show has signed Whirlpool to sponsor the Friends for Dinner Theatre and the Red Tractor campaign by the Assured Food Standards to sponsor the Great British Food Theatre.
Marketing Birmingham is to sponsor a new Tasting Theatre at the show as part of its "Birmingham Bites" major campaign to increase awareness of the city to food and drink lovers.
The BBC Good Food Show takes place at the NEC in Birmingham from November 23-27. It is organised by Haymarket Events, part of the company that owns Brand Republic.
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