Stuart Barker, marketing manager for Pilot, said: "We were in the process of setting out of 2015 marketing plan, when this approach came at the perfect time. Jo Frost has become something of a TV hero to parents in the UK and the US, and the show is supported by a magazine and a website focused on family life.

"We were asked if we'd be prepared to be a key sponsor for both the site and magazine as a result of family focus groups. With our ongoing #HappyWriting still going strong, we decided there was a great fit when it came to influencing parents to encourage their children to put pen to paper and express themselves.

"Throughout 2015, we'll be providing blogs on seasonal and topical subjects to provide insight and inspiration to parents, and tying in with a strong social media campaign as the series unfolds," he saId.

Pilot has also thrown its weight behind the Wood of Words Great War Read initiative, an online drive to help children develop a love for creative writing. The Great War Read module, which was launched to coincide with the UK's remembrance of World War I, encourages children to write stories, poems, diaries and quizzes, enhancing their knowledge and expressing their creativity.

The Supernanny sponsorship will start in April 2015.