Online retailer Prestige Flowers has renewed its sponsorship of Channel 5 in a deal brokered by media agency Recipe, set to run until April 2024.

The seven-figure agreement will include sponsorship of the broadcaster’s ‘Extraordinary Stories’ content, alongside a two-month sponsorship of Christmas films from November to December later this year.

Prestige Flowers’ previous deal with Channel 5 enabled it to reach an estimated 61% of all UK adults, appearing across popular programmes such as ’22 Kids and Counting’, ‘Inside the Tower of London’, and ‘Secrets of the Royal Palaces’.

“We are delighted to have extended our Extraordinary Stories deal with Channel 5 that is ‘Delivering Unexpected Moment,” Prestige Flowers business director, Philip Crowther said.

“This 7-figure 1 year extension of the hugely successful Channel 5 campaign for Extraordinary Stories, developed in collaboration with Recipe, will continue to the build the mass coverage we need and showcase the emotional impact of sending and receiving flowers beyond the bouquets themselves.

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He continued: “Our continued partnership with Channel 5 is a significant milestone for us, and we’re excited to bring unexpected moments of joy to a wider audience.”

The creative will be centred a series of 10-second idents created by Recipe that showcase the range of humans emotions that can be inspired by receiving flowers as a gift.

Paramount UK vice-president of adsales and commercial development, Peter Dale added: “We’re thrilled to renew our partnership with Prestige Flowers across Channel 5 throughout 2023 and beyond.

“Their continued support demonstrates our shared commitment of celebrating significant moments in everyday lives, that resonate with our audience”.