Additional Information


Content

Sainsbury's teams up with Channel 4 for cookery show

Sainsbury's and Channel 4 are teaming up to air a new ad-funded TV show, called 'What's Cooking? From the Sainsbury's Kitchen'.

Lisa Faulkner and Ben Shephard: hosts of What's Cooking? From the Sainsbury's Kitchen

Lisa Faulkner and Ben Shephard: hosts of What's Cooking? From the Sainsbury's Kitchen

Share this article

The tie-up cements the relationship between the retailer and broadcaster following the pair's Paralympic partnership last year.

The series is presented by Ben Shephard and Lisa Fualkner and will air from late February.

It is thought to be majority-funded by Sainsbury’s and marks its first foray into ad funded TV.

The retailer has previously sponsored shows on commercial TV.

The programme will be broadcast from a purpose built interactive studio at a Sainsbury’s store with a live studio audience and will feature an interactive element as the audience at home will be encouraged to ask questions via social media.

Celebrity guest and well-known chefs will feature in the programme and Sainbury’s products will be used within recipes featured in the show and branded products will also appear on in-show recipe graphics.

Sainsbury’s branding will feature within the programme’s title sequence, credits and on cue cards held by Shephard and Faulkner.

Sarah Warby, marketing director at Sainsbury’s said: "'What’s Cooking? From the Sainsbury’s Kitchen' is an engaging, fresh format for a cookery show and we are very excited to be involved in such an innovative programme. We’re delighted to partner with Channel 4 and to be able to talk to our customers in a different way, brining to life the ways in which Sainsbury's can help people live well for less."

Drum, Omnicom Media Group’s branded content agency, worked closely with production company Superhero TV, Channel 4 and Sainsbury’s in bringing the venture together.

Details of the tie-up were first revealed in Marketing's sister title Campaign

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Mouth to mouth External website

by Greg Taylor, 19/09/2014

 

Who’s marketing you? External website

by Rachel Brushfield, 19/09/2014

 

Back to top ^