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The 10-episode series is sponsored and funded by Morrisons' Let's Grow campaign and aims to educate children about where their food comes from.

Produced by Handle and Spout, it will take a group of youngsters to live on a farm and detail their experiences.

Angus Maciver, Morrisons group marketing and communications director, said Farm Camp was a key part of its two-year Morrisons Let's Grow campaign.

Chantal Rutherford Browne, head of branded content at Mediaedge:cia, brokered the deal between ITV and Morrisons.