Utterly Butterly kicks off its first ever television sponsorship tomorrow on ITV1’s ‘Do The Funniest’.

The 11-week sponsorship package will runs in two bursts, in June and October. Dairy Crest described the home-clip show as “attitudinally and demographically a perfect fit with Utterly Butterly’s target audience”.

Utterly Butterly is the second largest dairy spread brand, with a market value of £69m [Nielsen]. The sponsorship is expected to increase sales and brand awareness.

“This exciting new sponsorship reflects Utterly Butterly’s distinct fun personality,” said Dairy Crest marketing director Paul Fraser. “Through sponsoring such a popular primetime programme, we hope to engage and entertain our consumers and build on the high loyalty enjoyed by the brand.”