MFI is to sponsor the next series of TV show Hell’s Kitchen in a package worth about£1 million.

The retailer will use its MFI – Feel Right at Home ad campaign strategy for the series, which features new host chef Marco Pierre White.

MFI chief executive Gary Favell said: “Title sponsorship gives us the opportunity to raise the profile of MFI. The association between MFI kitchens and a renowned chef such as Marco Pierre White is guaranteed to build the kudos of the brand.”

During the series, White will try to transform a group of celebrities into chefs. Hell’s Kitchen will hit TV screens on September 3.

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