The sponsorship forms the cornerstone of a £2.1m marketing budget for the UK launch of Castello. To tie in to the show, the idents will feature the cheese being 'under offer' and dinner-party guests taking a 'slice of commission'.
The series, which is being heavily trailed on ITV, stars Kris Marshall, who also appeared in My Family and My Life in Film, and former Buffy the Vampire Slayer and Little Britain star Anthony Head. The series premieres at 9pm tomorrow (Thursday).
In addition to the sponsorship, Castello will be running a press, online and sampling campaign as well as launching a website to promote the brand in the run-up to Christmas.
The activity was overseen by Carat Sponsorship and Nanette Cowley, brand manager at Arla Foods.
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