The deal, which marks Utterly Butterly's first foray into television sponsorship, begins on 6 June and will run for 11 weeks.
The sponsorship of the home-video clips show will run in two bursts throughout June and October and aims to communicate Utterly Butterly's ‘utterly irresistible' brand personality. Grey London will create the idents.
Paul Fraser, Dairy Crest marketing director, said: ‘Through sponsoring such a popular prime time programme, we hope to engage and entertain our consumers and build on the high loyalty enjoyed by the brand.'
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