From this week the Change4Life animated characters, created by Aardman Animations, will feature on idents around the programme which follows the adventures of Homer, Marge, Bart, Lisa and Maggie. The sponsorship will run for three months.
The idents, created by M&C Saatchi, show the Change4Life family gathering around the TV in a similar fashion to the opening titles of the long-running animated series.
Sian Jarvis, director general of communications for the Department of Health, said: ‘The Simpsons provides an ideal opportunity to reach a big portion of our target audience.'
Manning Gottlieb OMD brokered the sponsorship deal.
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