The sponsorship deal marks the first time that the broadcaster has sponsored a show on the radio station…
The multi-year sponsorship, beginning today (27th January), sees a variety of Channel 4 trails, spotlights and credits featuring across the station’s content.
Iain Walters, Head of Marketing, Channel 4:
“We’re excited to team up with Jordan and Perri on KISS Breakfast. Every morning they’ll bring their listeners recommendations for what to watch or stream from Channel 4’s brilliant lineup of new and library content in their unique and entertaining style.
“Just like our own audience, KISS Breakfast listeners are young, keenly interested in current trends and always looking for great entertainment. We’re sure they’ll love hearing all the new content, recommendations and surprises we’re cooking up together.”
Components of the sponsorship include three 10-second credits during each hour of KISS Breakfast (6am – 10am) from Monday to Friday.
Also featuring online, these will include a creative that will adapt to changing Channel 4 marketing priorities, showcasing programmes from the Channel 4 archive alongside its latest offerings to highlight its ‘Altogether Different’ brand essence.
‘Altogether Different’ encapsulates Channel 4’s unique public service remit, showcasing how the broadcaster champions difference with its content to reflect the rich diversity of the whole of the UK.
Jordan and Perri, Presenters of KISS Breakfast:
“Our KISS Breakfast listeners and Celebrity Gogglebox viewers know how much we love a bit of telly, so we can’t wait to work with Channel 4 to wake up the nation every weekday with the best vibes, energy and our top TV picks!”
KISS plays the Biggest Dance and R&B, with its breakfast show fronted by Jordan Banjo and Perri Kiely from dance group Diversity. Alongside social posts, the duo will discuss the shows they’ve been watching on Channel 4 and what they’re looking forward to viewing every Friday. They will also lend their voice to a series of spotlight ads and front a launch promotion campaign on social.
The deal builds on Channel 4’s existing successful relationship with KISS, having previously partnered for “The Great KISS Breakfast Bake Off” campaign in October 2024 to promote series 15 of The Great British Bake Off.
Simon Kilby, Managing Director, Bauer Media Advertising:
“As two of the biggest broadcasters in the UK, we’re so excited to have Channel 4 as the newest sponsor of KISS Breakfast and work with them over the coming years. It’s fantastic to see Channel 4’s Altogether Different brand branch into radio sponsorship, using KISS to amplify their purpose and messaging. This sponsorship is sure to be a leading example of how radio and TV can work seamlessly together to create added impact, connecting with audiences who love entertainment, seek trusted information and consume their media in multiple different ways.”
The sponsorship was brokered with the support of agency OMD Create.
