Marks & Spencer has launched its first ever TV sponsorship deal with ITV’s flagship entertainment show Britain’s Got Talent.

The deal will see M&S adverts bookending every episode of the popular talent show, which, during its eight-week run in 2018, had a peak audience of 11.2 million viewers. The ads will also appear on ITV2’s Britain’s Got More Talent and on the ITV Hub.

M&S has worked with media agency Mindshare UK on the campaign which, alongside the TV sports, will also feature a social media campaign – with the grocer’s Instagram, Facebook and Twitter feeds being devoted to “great tasting meals and snacks viewers will be able to buy in store”.

The retailer has also developed an “M&S game” which will be carried on the Britain’s Got Talent app.

Food marketing director at M&S Sharry Cramond said the sponsorship deal with Britain’s Got Talent will help the grocer reach millions of customers each week.

She said: “What better way to get into the hearts and minds of Britain’s families than to team up with the biggest family show on TV. Through this partnership we’ll be bringing M&S Food into millions of homes each week, telling more families about our great value, great quality food and encouraging them to choose M&S for their Saturday night family dinner.”

A spokeswoman from M&S said the sponsorship deal was part of M&S’ drive to become a “digital-first retailer”.

The news follows on from the landmark deal M&S reached last week with Ocado, where it purchased 50% of online grocer Ocado’s retail business for £750m.