Broadcaster Channel 4 has named Laithwaites Wine as the launch partner of its new “social-first” food and drink channel.

Titled ‘Channel 4 Served’, it will launch in May across Instagram, TikTok and YouTube shorts.

The retailer will also sponsor the broadcaster’s food content on linear TV, including shows such as Come Dine with Me, Jamie’s Recipes and Kitchen Nightmares, as well as social clips from Come Dine with Me on Channel 4’s Facebook

Laithwaites will launch a series of idents, devised by Adam&eveDDB and Adam&eveStudios, to run alongside programming. They will feature a “bottle opener” character voiced by actor Toby Jones.

Rupinder Downie, content solutions leader, Channel 4 Sales, said: “We’re thrilled to have Laithwaites Wine join us as our first partner on Channel 4’s new food and drink social channel, as part of a broad partnership that connects Laithwaites Wine with Channel 4 food and drink fans across innovative sponsorship, streaming and branded entertainment touchpoints.

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“In line with Channel 4’s Fast Forward Strategy, we’re committed to connecting brands with viewers’ passions.”

The partnership will extend to UKTV’s U&W channel ‘Cooking Inspirations ‘programming, which will see Laithwaites sponsor series such as MasterChef Australia and Dessert Masters.

James Morrison, head of brand at Laithwaites, added: “We’re excited to take the Laithwaites brand journey to the next level with this brilliant Channel 4 partnership.”

“Channel 4’s food content and integrated channels are the perfect ingredients to continue to build the Laithwaites brand in a topical and appealing way,” he added.

As part of the partnership, the wine firm and Channel 4 will develop a series of recipes inspired by Laithwaites’ wines.

Media planning and buying were managed by Medialab Group.