Cadbury is partnering with ITV for a cross-platform sponsorship of gameshow Minute To Win it. The partnership will include ITV2 branding on Spots v Stripes digital activities and at events, as well as marketing activity for Cadbury across a range of ITV platforms. ITV.com is to host a dedicated Minute To Win It website.

Fru Hazlitt, MD of ITV commercial and online, said the team has “pledged to explore new ways of working with our clients” and that the deal is “a great example of us enabling a key client to use all of the marketing power of ITV’s platforms”.

The UK will be the 30th country in which the successful gameshow has been produced. Minute To Win It sees competitors face up to ten challenges involving everyday items that escalate in difficulty and prize money.

The show is expected to air on ITV2 this autumn.

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