Nestlé Cereals has entered into a new advertising partnership with ITV, sponsoring the broadcaster’s Lorraine breakfast show.

The 12-month campaign will reach 1.6 million viewers every weekday, designed to keep Nestle top of mind among families. The deal will see Nestlé Cereals receive a total of 50 seconds of accreditation per programme.

Airing from this month, the sponsorship will showcase the different ways viewers can enjoy their Nestlé breakfast cereal, whether it is Shreddies topped with bananas or apple, or Shredded Wheat paired with nuts and Greek yoghurt.

Toby Baker, marketing director for UK & Australia at Nestlé Cereals, said: “We are delighted to have the opportunity to partner with a show as popular and as trusted as Lorraine. With more than one million people tuning into Lorraine every day - and many of these viewers being parents - we see this as a great opportunity to remind people that breakfast cereal can provide a tasty and fulfilling start to the day.”

Anne Bailey, head of breakfast partnerships at ITV, added: “We’re very excited to have Nestle Cereals partnering with Lorraine in 2019. The honest and trusted values of the show reflect those of the Nestle Cereal brands, which hand in hand will make for a must watch campaign. And with almost half the UK housewives watching Lorraine, it will be the perfect campaign to reach this key audience at a time of day when breakfast is on the table.”