Petfood manufacturer Pedigree signed a "digital product placement deal” with Sky.

The deal sees posters and billboards advertising Pedigree Dentastix digitally transposed into Sky 1 HD’s documentary series, "A Different Breed," post-production. Digitally inserted posters will appear on the street and on the side of a phonebox during the documentary. Pedigree Dentastix will also appear in the first advertising break of the show, which will only include brands with pet associations. The advertising reel will also feature Dulux, Cravendale, Whiskers, Caesar and Sheba.

“We’re delighted to be at the vanguard of digital product placement in the UK," said Jason Hughes, head of branded content at Sky. "We’re looking forward to working with other brands to explore similar opportunities.”