The deal is the first time Dolmio brand has signed a TV sponsorship package and is part of a wider £10m marketing spend by Masterfoods.
Activity will include using 50 tailor-made idents for the programme, presented by Fern Britton, Phillip Schofield and Lorraine Kelly, plus online, interactive and point-of-sale promotions.
Andy Patel, spokesperson for Masterfoods comments on the sponsorship: "We will be reaching our core target audience of 'busy mums' at the time of day when the family meal is often planned and so our aim is to show mum how versatile the portfolio can be and keep Dolmio top of mind."
The package will run until the end July 2006 and recent figures have seen an average of 2.3 million viewers every weekday.
Mark Rosenegk, sponsorship and branded content manager at ITV Sales, said: "We are very excited to have Dolmio sponsor This Morning and believe that its strong link with the show's daytime audience will make this a very successful sponsorship."
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