eight celebrity egos battling it out in a kitchen, things may get competitive. Yet the real winner of ITV’s new cookery show will not be the contestants – but the supermarket supplying the ingredients.
Marks & Spencer, known for its ‘This is not just. . . ’ marketing slogan, has struck a deal to part-fund the programme in return for its products being plugged on screen.
It is the latest placement deal involving the channel – with Coronation street among other programmes to feature big brands.
Cooking With The Stars will see eight contestants paired with accomplished chefs who will try to turn them into restaurant-standard cooks.
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