Cheshire-based cereal brand, Mornflake, is to sponsor the new series of Piers Morgan’s Life Stories following a deal brokered by Manchester agencies Media Clarity and Inspirational Inc as well as ITV Commercial.

The sponsorship runs for all 6 episodes, with Mornflake-branded bumper credits on ITV1 and on the ITV Player.

“We are delighted that Mornflake has chosen to be the sponsors of Piers Morgan’s Life Stories. We believe the series is an ideal vehicle to help Mornflake grow and develop their brand, and look forward to working with them to activate the partnership,” said Paul Quayle, sponsorship manager at ITV.

Mornflake in Crewe has been going since the 17th century and has a portfolio of 40 products.

Marketing manager, Richard Jones added:

“Mornflake brand retail value has increased by over a third in the last year alone and we see the sponsorship of Piers Morgan’s Life Stories as just the right opportunity to showcase the brand to a wider audience and build on that growth.”