Vitamins, minerals and supplements supplier Seven Seas has agreed a 13-month deal to sponsor ITV's national weather programme and revealed that it will spend £6.2 million on media and advertising in 2012-13 to help drive category growth.

The company hopes the campaign will increase sales opportunities through pharmacy by generating wider customer interest in the brand and increasing awareness of the Seven Seas products.

The ITV sponsorship campaign will begin this month and see the brand featured before and after national weather reports broadcast three times a day. It will showcase existing products, including Health Oils and Pure Cod Liver Oil, and sub-brands due to be launched later in the year.

"We believe the campaign will benefit pharmacy by generating a higher volume of enquiries, which will create an increase in sales opportunities," a spokesperson said. "Pharmacists can use this interest to help educate customers on the wider benefits of supplements to health and the most appropriate product."

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