Waitrose sponsors Food on 4 to serve as the perfect accompaniment to Channel 4’s culinary shows

C4 Waitrose ident

Waitrose has partnered with Channel 4 to sponsor its popular food titles including Jamie and Jimmy’s Friday Night Feast, Fearless Chefs, and My Kitchen Rules in addition to a presence on UKTV network shows including MasterChef USA, Celebrity MasterChef and The Hairy Bikers.

With idents created by adam&eveDDB showcasing the high-end supermarket’s premium range, Waitrose hopes to win the hearts and minds of consumers with an interest in cooking.

Rupert Ellwood, head of marketing, Waitrose, said: “The Food on 4 programmes are extremely popular with our customers, so this partnership gives us a new way of communicating to them about our commitment to quality food.”

Rupinder Downie, partnerships controller, Channel 4, added: “This latest partnership marking Waitrose’s return to TV sponsorship provides the perfect environment for them to showcase their premium range of produce to Channel 4, Good Food and W’s receptive, food loving audiences.”

Brokered by 4 Sales and Manning Gottlieb, the deal builds upon a 2014 relationship that show Waitrose fund the Weekend Kitchen with Waitrose show.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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