Merseyside firm Victorian Plumbing sponsors ITV's Through The Keyhole

Merseyside-based online bathroom retailer Victorian Plumbing has struck a new partnership with ITV show Through The Keyhole.

British comedian Leigh Francis, who presents the programme in the character of his alter ego Keith Lemon, will star in the Victorian Plumbing sponsor slot.

Joe Pascoe, senior marketing manager at the Formby-headquartered business, said: “We’re really excited to launch our new bold partnership with Through The Keyhole.

“These ads are by far the most exciting Victorian Plumbing has pulled off - tough, considering we’ve had flying vans, dancing disco dads and now a huge CGI warehouse scene.”

He continued: “Working with Keith Lemon on the ads was an exciting step for us, he matches up with Victorian Plumbing’s cheeky sense of humour pretty well – and the shoot was a breeze.

“Keith had the entire crew laughing – and if compliance wasn’t an issue, some of the recorded takes we could air would be memorable to say the least!”

The ads were produced by London firm WE Direct.

Through The Keyhole is now in its fifth series since it was revived in 2013. It airs in January 2018, with all seven episodes set to feature Victorian Plumbing-sponsored ‘idents’ before and after each ad break.

Victorian Plumbing has a turnover of more than £100m and placed 36th in The Sunday Times’ most recent Fast Track 100 list.

Want your business, product or service to be seen regionally and nationally? Bdaily helps you get your story in front of the right audience, every day. Find out how Bdaily can help →

Join more than 55,000 subscribers by signing up to our daily bulletin each morning here.