The deal, which starts this week, sees Slim-Fast sponsor the main show, presented by Ruth England. It will also sponsor six weeks of the daily daytime show Wish You Were Here ...? Today, hosted by Tris Payne.
The tie-up between Slim-Fast and Wish You Were Here ...? allows Unilever to introduce the brand in a different way from its traditional testimonial advertising, according to Slim-Fast UK marketing manager Sarah Clarke.
She added that the tie-up meant that the brand could reach consumers when they are thinking about their holidays, at a time when they are also thinking about getting into shape.
Slim-Fast manufactures meal replacement products including low-calorie soups. It was acquired by Unilever in 2000.
The deal was negotiated by Carlton on behalf of ITV and by Sponsorcom, the sponsorship arm of MediaCom, on behalf of Unilever. Sponsorship credits have been created by Grey.
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