Sainsbury's to fund cooking programme on Channel 4
Channel 4 is in talks about airing a new ad-funded TV show backed by Sainsbury's called What's Cooking.
Sainsbury’s: the show is expected to include product placements
If commissioned, the programme is expected to launch next year and is believed to be wholly funded by the supermarket chain.
PHD, Sainsbury’s media agency, has worked on the strategy for the launch with its content arm, Drum, providing production support.
The one-hour show is expected to run for 13 weeks in a lunchtime slot from Monday to Friday.
What’s Cooking will include product placement of ingredients and products sold by Sainsbury’s.
A range of celebrity chefs are expected to present the programme, which is set to be one of the most significant investments in ad-funded content since product placement rules were relaxed in February 2011, although they have yet to be confirmed.
Sainsbury’s has built a long association with food broadcasting. It was involved in the Taste Network joint venture with Carlton Communications, which ended in 2001. After that, it used the chef Jamie Oliver as the face of its ads until last year.
Last week, the supermarket unveiled its Christmas campaign by Abbott Mead Vickers BBDO. The work features vignettes of domestic moments that "make" Christmas.
A Sainsbury’s spokesman said: "We don’t comment on rumour and speculation."
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...