Dolmio's is boosting its sponsorship of ITV chat show This Morning with 22 new creatives that will be shown alongside the programme for the next eight months.

Kicking off this week, the new idents will continue the brand's 'When'sa your Dolmio day' positioning and show the Dolmio family getting up to an assortment of tricks. Grandfather has a close shave with seagulls and Papa avoids a soaking when the children set a trap with a bucket of water.

The creatives will support existing lines as well as new products planned for next year. Each will carry the line 'This Morning sponsored by Dolmio'. Online and consumer press activity back the small screen campaign until July 2007.