The firm, which owns consumer goods brands such as Dettol and Vanish, has secured a six-month deal to bring its wide range of TV ads to the web.
WedigTV provides an online outlet for TV shows including Blockbusters, Deal or No Deal and Countdown. It adds an interactive element to the shows by enabling users of the site to participate in place of contestants.
The site also brings interactive elements to ads by adding extra features after the ads are produced.
Jack Thorogood, commercial manager at WedigTV, said the deal was a welcome development, given the level of investment from an FMCG company.
"FMCGs are increasingly under pressure from the City to diversify ad spend from TV," he said.
Thorogood said that WedigTV is in talks with production houses about working together to create programmes specifically for online.
WedigTV claims up to three million unique users a month, with 90% of its audience based in the UK.
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