The six-figure deal will see Burton's Foods use the Saturday Sample and Top Chefs strands to launch Bertolli Savoury Nibbles, a new range of Italian savoury snacks.
The deal, negotiated between IDS's commercial development manager, Amanda Ransted, and Universal McCann's head of programming, Phil Cresswell, kicks off on 1 June with a six-month broadcast sponsorship of Top Chefs.
The creative treatments will have a rustic Italian feel and will be family oriented with a good degree of humour. They will cover several different brands within the Bertolli Savoury Nibbles range.
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