The Cote d'Or solus sponsorship of 'Wild at Heart' includes broadcast sponsorship on ITV1 and ITV3, as well as online, mobile interactive bumpers and on- and off-air marketing.
Luciana Limongelli, sponsorship executive at ITV customer relations, said: "'Wild at Heart' is one of our top performing dramas and provides a great platform to reach Cote d'Or's target audience."
The sponsorship deal for 'Wild at Heart' was negotiated with ITV by Starcom's sponsorship agency Starcom+.
Oven chips and frozen food firm McCain will promote its range with sponsorship of 'Saturday Cooks' and 'Daily Cooks'.
The 拢1m sponsorship deal will support McCain's new brand positioning of "It's all good", which has been supported with a cross-media promotional campaign since July 2006.
Viewers will see various sponsorship idents during the 'Saturday Cooks' and new 'Daily Cooks' programmes during 2007.
Simon Eyles, director of communications at McCain, said: "This is a good deal for McCain. We believe that TV sponsorship can help McCain communicate effectively with its key audience and encourage viewers to develop an interest in cooking and enjoying themselves in the kitchen."
The sponsorship of the cookery strand was negotiated by PHD Group agency Drum.
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