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Future of TV Brand Purpose Creative Works

Channel 4 collaborates with top brands on ad breaks to give cost of living advice


By Amy Houston | Senior Reporter

October 7, 2022 | 3 min read

Channel 4 has partnered with Boots, Co-op, Giffgaff, Go Compare, Lidl, Nationwide Building Society and Vodafone for ad breaks that provide viewers with money-saving tips and helpful resources during the cost of living crisis.


A one-of-a-kind ad break is coming to Channel 4 / Channel 4

Before the unique breaks begin there will be a short explainer from Channel 4, followed by a segment from each participating brand and an outro directing viewers to a specially-created website offering more information and support.

The break will run during Steph’s Packed Lunch and Gogglebox this evening (October 7).

“We are really proud of this campaign, which brings together some of our advertisers who have initiatives to help during these tough times,” said Martin McAllister, creative leader at Channel 4.

“In doing so, we hope to achieve more prominence for the support they are offering audiences.”

It’s been a collaborative effort, with the partnership the work of 4Sales and Carat (Co-op and Vodafone), Havas (Giffgaff) and Hearts & Science (Go Compare), along with Wavemaker (Nationwide Building Society), OMD (Lidl) and Mediacom (Boots).

The idea for the ad break was developed by the 4Sales Creative Hub.

Mark Brayton, marketing and communications director, Nationwide Building Society, said it will use the break to highlight its cost of living hotline, which offers valuable support for members who really need it. “It’s great to be able to show this alongside other like-minded brands during such challenging times,” Brayton added.

Mel Matson, customer communications director at Co-op, said: “As we face into a cost of living crisis we are determined to help our members, customers and communities, so we are proud to be able to take part in this ad break special.”

She continued: “We’re committed to building stronger and more resilient communities alongside providing great value for our customers with lower prices and great deals, and supporting our members with exclusive discounts and offers. We thank all our members who are helping us to raise funds that lift up their community.”

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