UKTV has signed an advertiser-funded programming deal with Young’s Seafood, UK leaders in fish, to fully fund Good Food Channel’s major new commission, Mitch and Matt’s Big Fish.

Mitch and Matt’s Big Fish sees top restaurateur, fishmonger and food writer Mitch Tonks and international rugby star and celebrity foodie Matt Dawson embark on an alternative road trip around the UK. Amid the light-hearted wit of ‘lads on tour’, Mitch and Matt immerse themselves in the landscape, seascape and people that make up Britain’s fishing communities.

Capturing the current concerns about sustainable fishing, these dedicated and passionate foodies hit the road to discover the truth about these issues and uncover the real story of fishing - past, present and future. The series will be produced by Denham Productions.

Young’s Marketing Director Yvonne Adam commented, “Young’s is constantly looking for exciting and innovative ways to engage with consumers and working with Good Food Channel offers a great solution. As the UK leader in fish, it seemed fitting to support this programme which will bring the stories behind the modern fishing industry to life, and explode a few myths along the way. We are confident it will promote the brand’s image to our target audience by creating positive links between Young’s and the programme”

Negotiated by UKTV’s head of commercial partnerships, Sally Quick and Arena BLM’s Andrew Davison, the six-figure deal 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.

UKTV’s head of commercial partnerships, Sally Quick said, “We are delighted to be working with a brand like Young’s which has such a rich fish heritage and Denham Productions is the perfect company to bring the series alive.”

Arena BLM’s Andrew Davison added, “This is the perfect environment and execution for Young’s to showcase their leadership in their marketplace and an exciting way to engage their customers”

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.

Good Food Channel’s channel head, Richard Kingsbury added "For too long other countries have valued the quality of our fish and seafood more than we have, but happily the tide is turning. Who better to navigate us through the riches of our coastline than Mitch Tonks and Matt Dawson who combine a real passion for the food with great banter and a sense of fun."

Mitch and Matt’s Big Fish will be executive produced by Denham’s head of production Grace Kitto and head of development, David Nottage alongside UKTV’s commissioning editor, factual and factual entertainment Steve Grizzell.

Mitch and Matt’s Big Fish will premiere on Good Food Channel, later this year.