ITV2 is to reversion NBC gameshow Minute To Win It as part of a major new commercial partnership with confectionery company Cadbury.

The broadcaster has commissioned Shine TV and NBC Universal International to make an 8 x 60-minute UK version of the Friday TV-created format.

Broadcast Greenlight

Teams of five contestants and a celebrity will attempt to win cash by tackling up to 10 deceptively simple challenges involving everyday household items. Tasks on the US version have included keeping three balloons in the air for 60 seconds. ITV has yet to sign up a host.

Minute To Win It will be funded by Cadbury as part of an agreement that ties in with the Kraft-owned company’s Spots v Stripes London 2012 Olympics campaign. The marketing push has encouraged people to sign up for a spots or stripes team on the Cadbury website and complete tasks, including races and dance-offs, to win points.

ITV2 and Cadbury will create a dedicated Minute To Win It website, hosted by, where viewers will be invited to compete in games similar to those on the show.

ITV2 and Cadbury branding will also appear on all digital, events and marketing activity that references the show.

ITV commercial and online managing director Fru Hazlitt said the deal with Cadbury underlined the company’s commitment to “explore new ways of working” with advertisers. “This is a great example of us enabling a key client to use all of the marketing power of ITV’s platforms,” she said.

Minute To Win It will be broadcast in the autumn and was ordered by ,Claire Zolkwer commissioning editor, comedy and entertainment. It will be executive produced by Lisa Perrin for Shine and Liam Cassidy for NBCU, while the series producer is Richard Greenwood.

Minute To Win It launched on NBC last year and the format has travelled to 46 other territories.