Wolverhampton & Dudley has secured a series of TV appearances for Pedigree in a deal which will see the beer being served in several of the UK's most well-known pubs.
The brewer has taken out a six-month contract with a product placement agency, which it said would result in the brand being seen in EastEnders' local the Queen Vic as well as in Coronation Street and ITV's drama series Footballer's Wives.
According to W&D, the deal is cheaper than running a TV commercial and represents "far better value".
Pedigree brand manager Sascha Taylor said the ads would boost the beer's credentials beyond its Midlands home. She said: "This product placement deal will help drive further awareness throughout the UK."