Scotmid to sponsor final Who Wants to be a Millionaire? series

Scotmid has announced a new sponsorship of the last ever Who Wants to be a Millionaire? series, which is due to launch tonight (28th January, 2014) with three final episodes on STV.

Sir Chris Hoy, comedian Kevin Bridges and Countdown's Rachel Riley are among the celebrities who will appear as guest contestants. Who Wants to be a Millionaire? has been on screen for more than fifteen years.

Scotmid will air the four 10-15 second ads before and after commercial breaks during the final three shows on 28th January, 4th February and 11th February on STV.

The advertisements, which were created for Scotmid by STV Creative, have been designed to look like Who Wants to be a Millionaire? questions.

They feature food related trivia to engage audiences, including, "Which fruit was the first to be eaten on the moon?", "What was eaten for breakfast in the 1800s?" and "Which food was once recommended to remove freckles?"

Kimberley Guthrie, Director of Marketing for Scotmid, said: "Who Wants to be a Millionaire? has been an important part of our television history for the past fifteen years. A whole generation has grown up with the show in their living room, and for Scotmid to be a part of the finale is a tremendous honour.

"We hope that viewers tuning in will enjoy learning a few fun facts about their food with Scotmid".

Scotmid Co-operative operates 350 retail outlets across Scotland, Northern Ireland and the north of England. Its businesses include Scotmid Food, Semichem, The Fragrance House, funeral directors, post offices and a property division.