Dairy-free brand Alpro Soya is sponsoring the final series of Parkinson on ITV this autumn in a targeted campaign of its core consumer.

The deal includes broadcast and online sponsorship, as well as branded trailers on ITV1, which will focus on Alpro Soya Original and its strawberry-flavoured yoghurt alternative.

The show is a firm favourite with Alpro's target 55-plus and 24 to 44-year old predominantly female audience, said commercial director John Allaway.

"Sponsorship will help to drive awareness of Alpro Soya among new and existing consumers and highlights its mainstream appeal," he added.