Iceland is sponsoring the new series of ITV’s The Paul O’Grady Show, which starts today, as the retailer attempts to increase customer spend.

The frozen food retailer’s sponsorship will focus on family meals and will run across TV, online and mobile.

Iceland head of marketing Alison Laverick said the show was a good fit for the retailer.

“We’re proud and excited to sponsor The Paul O’Grady Show. It’s a show that our customers will be settling down to watch as the family returns home for tea and we’re sure they’ll be equally excited to see sponsorship idents that deliver the humour we’re famous for whilst showcasing some of our great family meals.”

Iceland is no stranger to taking big advertising slots around ITV programmes - it has sponsored I’m A Celebrity…Get Me Out Of Here! for the past nine series.