Cathedral City is once again sponsoring ITV show Britain’s Brightest Family, as part of a 15 week partnership.

The sponsorship deal, running from now until May, includes Cathedral City ads being shown before, during and after each episode of the prime-time quiz show, which airs on Wednesdays from 8pm.

The activity focuses on the core Cathedral City range as well as the brand’s relaunched snack bars.

Nigel Marchant, cheese marketing controller at brand owner Dairy Crest, said: “We’re really excited to be resuming our partnership with ITV which achieved over 216 million views for our Cathedral City idents in 2018, reaching 32% of the UK population.

“Britain’s Brightest Family is a fun celebration of family unity and we see this as a great complement to Cathedral City’s brand positioning and personality, which has helped to grow both spontaneous awareness and positive perception of the brand. We are confident the British television viewing public will once again show their support for the show and look forward to further embedding Cathedral City in their hearts and minds with our tongue in cheek idents.

Marchant added: “Particularly exciting for us this year is the chance to showcase our new grab and go Cathedral City snack bar range which relaunched in Autumn last year. Cheese snacks are a relatively new category entrant in food to go; one which we passionately believe has great potential. This is a great opportunity to drive awareness and consideration for our fantastic range, which offers consumers a tasty and nutritious alternative to more traditional sweet and savoury snacks.”