Starting on May 1, The Co-operative Pharmacy, part of The Co-operative Group, will be sponsoring Five's Pollen Count.
A 10-second will run on Five's US and Fiver stations to promote The Co-operative Pharmacy's hay fever products and the pollen count idents will run 3 times a day and once a day on the weekend, throughout the summer.
The sponsorship will also be backed by point-of-sale materials in pharmacies, as well as on The , which will have a link from Five's website.
McCann Erickson was briefed to raise awareness of The Co-operative Pharmacy, which now has 800 branches nationwide.
The Co-operative Group said that the agency already works on its brand advertising and food retail business and was therefore a natural choice for the pharmacy work.
Gordon Farquhar, The Co-operative Pharmacy's commercial director, said: "We've gone for a simple, well branded approach which is highly relevant for pharmacy and combined it with humour.
"As an 800 strong pharmacy chain, network television exposure is a natural step for us, and the pollen count has an obvious fit with pharmacy and Hay fever."