Broadcaster Channel 4 has partnered with wine retailer Laithwaites for a new branded content series set to run on its vertical video food and drink social platform, Channel 4 Served.
The series will see wine creator host and expert, Aleesha Hansel, challenge creator chef and social media star, Tyler Butt, to create a variety of meals inspired by a different wine each episode.
Running across the broadcaster’s ‘Served’ social channel, each episode will be inspired by the region, taste, or name of a Laithwaites wine, and will see Hansel and Butt enjoy a curated meal.
“Channel 4 Served is helping viewers across the nation get comfy with simple, delicious dishes,” said Rupinder Downie, content solutions leader at Channel 4 Sales.
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“Laithwaites’ playful and engaging series further adds to our offering, and highlights once again how Channel 4’s branded entertainment offering creates innovative ways for brands to reach their audience.”
The social branded entertainment series will form part of a wider tie-up between Laithwaites and Channel 4, with the retailer also sponsoring Channel 4’s food content on linear TV and streaming. Media planning and buying was handled by Medialab Group.
James Morrison, head of brand at Laithwaites said: “We’re thrilled to be the first brand to partner with Channel 4 Served. This series is fun, fresh, and captures exactly what Laithwaites is all about.
“As a family-owned business, we’re here to make wine approachable and bring people together—and we’re excited to see that come to life in homes, kitchens and sofas, across the UK,” he added.
