Del Monte is set to sponsor Paul Hollywood’s new TV series City Bakes.
The sponsorship represents a significant 'above the line' investment from the multinational fresh fruit company, and will encompass TV, digital, print and outdoor media.
City Bakes - which airs on the Food Network channel this month -will see Hollywood travel to Madrid, Miami, Munich, Warsaw, London, Naples, New York, St Petersburg, Paris and Copenhagen to explore the recipes that have shaped the baking heritage of each city.
He will uncover family recipes, hotel delicacies and local favourites before adding his own ‘Hollywood twist’ to a classic.
The creative route of the campaign will embrace three contemporary Del Monte canned fruit recipes reflecting the travels of Paul Hollywood within the programme. The recipes; Pineapple Tart Tatin, Peach Breakfast Turnover and Pear Strudel, aims to highlight to viewers the versatility and usage occasions of the Del Monte canned fruit range.
Martin Selley, managing director at Del Monte UK, said: 'Paul Hollywood is renowned in the UK for his passion, professionalism and baking expertise, and City Bakes is a great strategic fit for our canned fruit and beverages range. Of course, at Del Monte we only ‘Say Yes To The Best’ partnership.'
The new series will run until December 2016.
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