For the first time in its history, SunLife - one of the UK's biggest direct financial services companies - is to advertise on prime-time television, by sponsoring the third series of ITV's Big Star's Little Star, starting today, Wednesday, 4th March, for a six week run.

The popular family show sees three celebrities and their children or grandchildren compete to win up to £15,000 for charity, with the first programme featuring singer Ronan Keating with his daughter Ali, actress Sheree Murphy and her daughter Matilda, plus boxer Carl Froch with his son Rocco.

SunLife's idents mimic the format of the show - a child giving a humorous or embarrassing answer to a question they're asked about their parent - but with a financial twist.

David Brooks, SunLife's marketing director, said: "'Big Star's Little Star' is a real family favourite in my house and in millions of others across the UK. It's the perfect fit for SunLife, as our family life insurance and ISAs are ideally suited to families who want straightforward, affordable ways to plan for their future".

To coincide with the start of the new series, SunLife will also launch a #mystar social media competition, inviting viewers to share their stories and videos of funny or embarrassing things their children have said about them for the chance to win family hampers. Meanwhile, on the company's social channels, followers will have access to an exclusive ident clip and 'making of' video.

David Brooks added: "Since SunLife rebranded last summer, we've launched a range of straightfordable products aimed at helping families, and this prime-time sponsorship will be a great way to let more people know what we have to offer".