Additional Information


Uncle Ben's renews deal with Channel 4 ahead of Jamie's Money Saving Meals

Mars-owned food brand Uncle Ben's has renewed its product-placement and sponsorship deal with Channel 4 for Jamie Oliver programming.

Jamie Oliver: Uncle Ben's renews support for Jamie's Money Saving Meals

Jamie Oliver: Uncle Ben's renews support for Jamie's Money Saving Meals

Share this article

Uncle Ben's rice will feature in recipes in Oliver's 'Jamie's Money Saving Meals', which launches on Monday. The Mars-owned brand will also sponsor the six-episode series.

ZenithOptimedia, Oliver's production company Fresh One and Channel 4 negotiated the partnership. It renews an original 2012 deal for product placement and sponsorship of 'Jamie's 15 Minute Meals', a 40-episode series that aired last autumn.

An in-store campaign will support Uncle Ben's product placement and sponsorship deal.

Research carried out in February by the market research firm BDRC Continental and Channel 4 found the product placement of Uncle Ben's rice in 'Jamie's 15 Minute Meals' caused viewers to think more positively of the brand and led to a significant increase in spontaneous purchase intent.

Laura Cottrell, the partnership business manager AFP/PP [ad funded programming/product placement], Channel 4, said: "Uncle Ben's has reaped the benefits of product placement and this is further evidence of Channel 4's commitment to ensuring this evolving business continues to grow."

This article was first published on

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

Back to top ^