MASTERFOODS brand Dolmio is to sponsor ITV’s This Morning as part of a £10m brand investment.

The sponsorship will run until July 2006 and will support the generic brand as well as the company’s chunky, original bolognese, pasta bakes and lasagne variants.

The investment represents Dolmio’s first TV partnership. Close to 50 new characters have been created, featuring puppets Papa Dolmio and his family.

The sponsorship is expected to reach an estimated 6.5 million audience each week.

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