SunLife is to advertise on prime-time television for the first time in its history by sponsoring the third series of ITV’s Big Star’s Little Star, starting on Wednesday, 4 March for a six week run.
The show sees three celebrities and their children or grandchildren compete to win up to £15,000 for charity.
Dean Lamble, SunLife’s managing director said; “Big Star’s Little Star is a fun, family favourite watched in millions of households around the UK.
“It’s a really simple idea and the perfect fit for SunLife, as our family life insurance and ISAs are ideally suited to families who want straightforward, affordable ways to plan for their future.”
SunLife’s history stretches back to 1810 and is now part of Axa. It went through a rebrand last year.
Mr Lamble said: “In the last year SunLife has launched a range of new propositions aimed at helping families, from life insurance to ISAs to will-writing, and we’re launching several more insurance and protection products this year.
“So this prime-time sponsorship is a great opportunity to let more people know what we have to offer.”
To coincide with the start of the new series, SunLife will also launch a social media competition inviting viewers to share their stories and videos of funny or embarrassing things their children have said about them for the chance to win family hampers.