As part of its ‘Media for Equity’, ITV has invested in popular plant-based meat business THIS, marking the broadcaster’s first investment in a food firm.
Through its Adventures Invest fund, ITV has agreed to invest up to £4 million-worth of advertising inventory into THIS, in return for a minority equity stake in the FMCG business.
Valid for the entirety of its portfolio, which includes ITV1, ITV2, ITV3, ITV4 and ITVX – this move marks ITV fourth media for equity investment this year, following on from architectural design company Resi, pet health and wellness company PitPat, and pain relief brand Flarin.
“With four new ITV AdVentures investments so far this year, we’re really seeing the benefit of using the power of TV to help supercharge brands at a scale-up stage. As the fastest growing plant-based brand in the UK over the last two years, with broad retail distribution and strong product innovation, THIS is very well positioned to continue its strong growth within the plant-based meat alternatives sector,” ITV AdVentures director Sheena Amin said.
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“We expect consumer demand for conscious consumption to continue to grow and with a broad set of products at attractive price points, THIS is the perfect brand to help make conscious eating accessible to all. With such a distinctive brand personality, I am confident that THIS’ upcoming TV campaign will stand out from the crowd and help the brand become a worthy household name.”
ITV’s concerted investment push mirrors a similar strategy rolled out by Channel 4. The rival broadcaster also offers advertising investment across its portfolio in return for a stake in up-and-coming businesses, such as online marketplace Airtasker.
THIS CEO and co-founder Andy Shovel added: “ITV is a media powerhouse, and to have them as an investor, especially as their first food business investment, is super exciting.
“Not only did we get to make the porkiest plant-based TV ad ever, the scale of the investment means that we can reach audiences across the country and get closer to making meat-free the norm.”
