Sacla' is sponsoring UKTV Food in a tie-up to drive awareness of the pesto brand among foodies.

The Real Food Lovers campaign will feature brand idents around eight hours of weekday celebrity chef programmes, including those of Jamie Oliver, Nigella Lawson and Giorgio Locatelli, for the next six months. "This will give Sacla' the opportunity to engage on a sustained basis with a closely targeted and dedicated audience that is passionate about food," said MD Clare Blampied.

The move is part of a £2m ad campaign for 2008, which kicked off last week. Sacla accounts for 56.4% of the £28.6m UK pesto market [Nielsen 52 w/e 26 January].