Premier Foods is embarking on its first-ever TV sponsorship deal in a tie-up between cake brand Mr Kipling and the 2010 season of All Star Mr & Mrs.

Over a period of eight weeks, the entire Mr Kipling cakes portfolio will feature in idents either side of each ad break on the ITV show, which is presented by Phillip Schofield and Fern Britton. The deal kicks off on the 2 January-scheduled show.