Supermarket to sponsor food shows on Channel 4

A budget brand is to be seen in promos around food programming on the network.

Channel 4 Sales has secured retailer Aldi as the long-term sponsor of Channel 4’s range of food programming across Channel 4, More 4, E4 and Channel 4 Streaming, plus the ‘Cooking Inspiration’ strand on UKTV and W.

Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4:

“This deal highlights once again why Channel 4 is the best partner to do business with. Our partnerships draw on Channel 4’s unique mix of the best content, creativity and innovation, and, in this case the ability to offer reach into third party media.”

Commencing on 29 January the sponsorship will span food programming on Channel 4 such as Come Dine with Me and Jamie Cooks the Seasons.

It also includes the ‘Cooking Inspiration’ strand on UKTV and W including programming such as My Kitchen Rules Australia, Masterchef New Zealand and Dessert Masters. Channel 4 Sales is the exclusive advertising representative for the UKTV portfolio. Channel 4 Sales’ latest sponsorship was brokered with the support of media agency Starcom and creative agency McCann.

Jemma Townsend, Marketing Director at Aldi UK:

“We are proud to partner with Channel 4 to sponsor their exciting food programmes and bring cooking inspiration and entertainment to the nation in true Aldi style.”