The decision follows a six-month review of Ginsters' advertising strategy, conducted with media agency Starcom Motive, to develop brand equity and reach a broader audience.
Simply The Best will be hosted by Phil Tufnell and Kirsty Gallacher and will combine elements of Gladiators and It's A Knockout.
Filmed in a specially constructed arena in St Helier, Jersey, two teams representing their home towns will compete each week in a series of games and challenges.
The deal was negotiated between Starcom Motive and ITV Sales. Bartle Bogle Hegarty is producing sponsorship credits. The series starts next month.
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