ITV and Lakeland has announced a sponsorship campaign for This Morning Food. The new campaign includes bi-weekly TV idents across ITV and ITVX to help drive customer acquisition and to reach new audiences.

The partnership will coincide with Lakeland’s launch of its new national TV ad campaign across ITV daytime slots with support across paid social.

The ad shows a family demonstrating how Lakeland’s clever cookware is time-saving, life-changing and has been at the heart of the kitchen for over 60 years. Lakeland has a strong heritage in offering ingenious products designed to make everyday life easier and more enjoyable across cooking, baking and home.

Matt Elliott, Head of Marketing at Lakeland, said: “When we were creating the story for our latest TV campaign, we listened to the experts, our customers, to give us the inspiration. We get so many messages and emails from our customers telling us how they love to share their Lakeland must-haves with friends and family, so we crafted a heartfelt story that’s rooted in real life experience to bring this moment to life. ‘Time-saving’, ‘life-changing’, ‘clever cookware’ are just some of the ways our customers describe our products – and we’re so proud of this feedback as that’s precisely what Lakeland is all about.

We’re also hugely proud to be sponsoring ITV’s This Morning Food for the first time. It’s the perfect show to share with the nation why Lakeland is the place to come for quality cookware you can rely on.”

Jason Spencer, Business Development Director, added: “We’re delighted to welcome Lakeland as the new sponsor of This Morning Food. Both brands are long-standing staples of the British home, making this a natural fit. With our viewers always hungry for kitchen inspiration, Lakeland’s reputation for quality and innovation makes it the perfect ingredient for the show”.

ITV This Morning Food is the flagship food section, featuring chef guests sharing themed and seasonal recipes and cooking demonstrations. Regular chefs and cooks include Juliet Sear, Clodagh McKenna, Phil Vickery, John Torode and Nisha Katona to name a few.

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