BRADFORD based cleaning brand Astonish has announced it will be sponsoring a popular reality TV show.

The company will sponsor The Only Way is Essex (‘TOWIE’), for the next two series in a bid to “connect with the younger demographic.”

And some of the company’s products will be appearing on screen as part of a product placement deal.

The manufacturer, based at Thornbury Technology Park, will be showcased during TOWIE’s upcoming 33rd season, which will run until December 10.

Astonish has invested into the production of a series of humorous idents, bookending the show’s ad breaks, with creative featuring Barbie dolls recreating common scenes from the series, using Astonish products as props.

And the company added: “In this coming season, viewers can anticipate the appearance of Astonish's Pink Antibacterial Surface Cleanser product in a kitchen setting, with the following season featuring two product placements, enhancing brand visibility across multiple episodes.

Astonish has also collaborated with the show’s cast members to promote its products on their personal social media accounts.

Howard Moss, CEO at Astonish, said: "TOWIE is an ideal partnership for us. Its vibrant and light-hearted tone resonates well with our brand ethos, and it provides an excellent opportunity to connect with a younger demographic, who may not currently be familiar with Astonish products.”