Channel 4 agrees first product placement deals with Uncle Ben's and Yeo Valley for Jamie Oliver show
Channel 4 has agreed product placement deals with Uncle Ben’s rice and Yeo Valley Yoghurt, the first for the broadcaster.
The product placements will see Uncle Ben’s and Yeo Valley Yoghurt will feature within Jamie’s 15 Minute Meals, with Uncle Ben’s also sponsoring the 40 30-minute episodes.
The series will see Oliver create dishes within the time-frame of 15 minutes, incorporating ranges from both brands.
A recipe from the series using Yeo Valley 0% Natural Yogurt will also feature on its product packaging.
Newcast arranged the partnerships.
Vicky Kell, business manager of Partnerships for Channel 4, said: "This is the first time we've placed products on-screen with major talent in this way, and we're confident that the active usage by Jamie will lead to a tremendously effective campaign, and as such we'll be investing in research to help us to prove this."
Rachel Moss, UK Marketing Manager at Uncle Ben's, added: "We hope Jamie's 15 minute recipes will encourage even more people to be inspired to create healthy and diverse rice based meals. We believe that if you start any meal with a simple grain of rice, and a bit of inspiration from recipes like those featured in this series, you'll end up with a better family meal. As all of our Uncle Ben's Rice range can be cooked in less than 10 minutes, Uncle Ben's makes mealtimes convenient as well as healthy and nutritious for the whole family to enjoy together."
Tim Mead, managing director of Yeo Valley, concluded: "We are delighted to be included in Jamie's new programme. As a friend of our family farm and a fan of our products, we're thrilled that Jamie shares our passion for wholesome British food made from the best ingredients. We're looking forward to the series hitting TV screens and will be launching an on-pack offer to tie in with the show."