Hardys is replacing its Constellation Wines sister brand Echo Falls as the sponsor of Come Dine With Me, in what it is billing as "the biggest wine campaign of 2010".
Running from this week, the multimillion-pound sponsorship deal includes new Hardys idents during the advert breaks of the TV show which attracts up to 2.5 million viewers per episode as well as an iPhone app.
Constellation said its Aussie wine brand would benefit from Channel 4's decision to double the programming schedule of Come Dine With Me for 2010 compared with 2009.
Running from this week, the multimillion-pound sponsorship deal includes new Hardys idents during the advert breaks of the TV show which attracts up to 2.5 million viewers per episode as well as an iPhone app.
Constellation said its Aussie wine brand would benefit from Channel 4's decision to double the programming schedule of Come Dine With Me for 2010 compared with 2009.
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