Channel 4 food offering paired with Laithwaites Wine, including new social channel, Channel 4 Served

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 1st April.

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.

Created and produced by adam&eveDDB and adam&eveStudios, alongside production partners Unit9 and Coffee & TV, Laithwaites has developed a series of branded idents to run alongside programming. Channelling the light-hearted tone of Laithwaites’ brand, the series of snappy idents celebrate pairing great food and wine together – all led by a charming ‘bottle opener’ character, voiced by actor Toby Jones. Media planning and buying was handled by Medialab Group.

Rupinder Downie, Content Solutions Leader, Channel 4 Sales, said: “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.”

James Morrison, Head of Brand, Laithwaites, said: “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.”

Mattie Mould, Partnerships Director, Medialab, said:“We’re incredibly proud to have brought together Laithwaites and Channel 4 in this standout partnership. Channel 4’s much-loved food programming provides the ideal environment to showcase Laithwaites’ quality, character and passion for great wine. We’re excited to see it come to life in homes across the country.”