Young's Seafood is to fund an exciting new prime-time TV series on UKTV Food called ‘Mitch and Matt's Big Fish.’

Mitch and Matt’s Big Fish will see Mitch Tonks, famous British fishmonger and restaurateur, partnered with rugby player and ‘Masterchef’ winner, Matt Dawson.

For the programme the pair travel the country in a beaten up camper van on a fish fuelled roadtrip, enjoying all kinds of seafood and finding out more about responsible fishing. The series will be produced by Denham Productions.

As well as the cheeky banter of two lads on a roadtrip, the programme will see Mitch and Matt immerse themselves in the landscape, seascape and people that make up Britain’s fishing communities, helping to shift consumer perceptions about cooking with fish, making it accessible and easy for everyone.

It will take a practical and modern approach, highlighting classic recipes, Omega3 and frozen fish, as well as focusing on key species such as prawns, salmon and alternative white fish.

Young’s marketing director, Yvonne Adam, commented : “Young’s is always looking for exciting and innovative ways to engage with consumers and this programme offers a great solution. As the UK leaders in fish, it seemed fitting to support a project which will bring the stories behind the modern seafood industry to life, and explode a few myths along the way. It will also reinforce some of our key priorities and consumer messages in an appealing and interesting way.”

This is the first time the brand has engaged in any advertiser funded programming activity.

The deal with UKTV Food will incorporate both on and off-air activity, including Young’s Seafood branded 10-second bumper credits for the 10 x 30 minute episodes. In addition, all on-air promotions of Mitch and Matt’s Big Fish will feature Young’s Seafood branding.

Online, Young’s Seafood will be the exclusive sponsor of the 'Mitch and Matt’s Big Fish' website at uktvfood.co.uk, which will include recipes from the series and top tips on preparing and cooking seafood.

Young’s will support the program with both above the line and below the line activities including advertising, advertorials and PR.

Mitch and Matt’s Big Fish will premiere on UKTV Food in November 2008.