Channel 4 has secured leading wine retailer Laithwaites as the launch partner of its soon-to-launch social-first food and drink channel, Channel 4 Served – part of a multi-platform partnership including sponsorship of food programming across Channel 4 and UKTV from today, 1st April.
Rupinder Downie, Content Solutions Leader, Channel 4 Sales:
“We’re thrilled to have Laithwaites Wine join us as our first partner on Channel 4’s new food and drink social channel – as part of a broad partnership that connects Laithwaites Wine with Channel 4 food and drink fans across innovative sponsorship, streaming and branded entertainment touchpoints. In line with Channel 4’s Fast Forward Strategy, we’re committed to connecting brands with viewers’ passions.”
Channel 4 Served launches in May across Instagram, TikTok and YouTube Shorts, offering chef creator-led short-form recipe series that celebrate not just what the UK eats, but where – at home – with an editorial line-up centred around ‘food to get comfy with’. As part of this, Laithwaites and Channel 4 are developing a selection of recipes inspired by a range of Laithwaites’ wines.
The deal also includes sponsorship of Channel 4’s food content on linear TV, encompassing iconic shows such as Come Dine with Me, Jamie’s Recipes, and Kitchen Nightmares, as well as food content on Channel 4 streaming, and sponsor social clips of the new series of Come Dine with Me on Channel 4’s Facebook.
It extends to UKTV’s U&W channel ‘Cooking Inspirations’ strand, which will see Laithwaites sponsor formats such as Masterchef Australia, Dessert Masters, and repeats on U Streaming.
James Morrison, Head of Brand, Laithwaites:
“We’re excited to take the Laithwaites brand journey to the next level with this brilliant Channel 4 partnership. Channel 4’s food content and integrated channels are the perfect ingredients to continue to build the Laithwaites brand in a topical and appealing way.”
