Burton’s Foods is backing its Cadbury Fingers brand with a £1.7m sponsorship of Channel Five’s Family Movies series.

On air from this weekend, the package will include screen presence for the brand in the ad breaks before, during and after more than 100 Saturday and Sunday teatime films.

It will also see the brand tying up with the network TV premieres of Cats & Dogs, Pokémon and Dr Doolitte 2, while the sponsorship will feature a series of on-air competitions encouraging families to play games to win prizes via the Family Movie website.

Fingers’ advertising character ‘Thumb’ will once again be fronting the brand during break bumpers.

Cathy McGinnis, group brand manager for Burton’s Foods, said: “Our launch into TV film sponsorship supports the brand’s ongoing repositioning from special occasion usage to making everyday family moments special. This will keep families in regular contact with the Cadbury Fingers brand and drive repeat purchases.”