Hoover is the new sponsor of ITV cookery show James Martin’s Saturday Morning.
Starting on March 3 at 9:30am, the two-hour programme sees the celebrity chef chatting to guests from the worlds of food, entertainment and sport, as well as cooking recipes.
Said Antony Peart, director of brand and communications at Hoover Candy Group: “The decision to sponsor James Martin’s Saturday Morning was made in order to boost our cooking credentials and align the brand with a programme that is relaxed and very simply, but effectively, demonstrates how you can create tasty dishes without too much complexity.
“The show is very topical, both with its discussion points and ingredients, so we’re hoping that it will inspire people to replicate the dishes, or even their own take on the recipes, in their own home.”
He added: “We want to reinforce our position as a manufacturer of innovative and stylish appliances and believe that positioning ourselves with a well-liked ITV show is a powerful way of achieving this.”
Hoover’s sponsorship of James Martin’s Saturday Morning will run from Saturday March 3 until the end of the series in June.
The inaugural Hoover-sponsored show will feature Alan Titchmarsh and chef Claude Bosi and a menu of crab tagliatelle, lamb hotpot and lobster roll.