Carat goes with cheese on ITV1

Castello Cheese is to sponsor a new six-part comedy drama on ITV1 in an estimated £500,000 deal brokered by Aegis agency Carat.

The first show of Sold!, set in the world of estate agents, airs on ITV1 this Thursday. Castello branding will appear in the form of idents and internet ads, created by McCann Erickson, which will air in commercial breaks during the show and on ITV.com.

Castello's sponsorship of Sold! forms part of a £2.1m UK marketing launch for the cheese brand in 2007. Additional marketing activities include press and online advertising, sampling, PR and a new website.

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