Broadcaster Channel 4 has named Yorkshire-based coffee company Taylors of Harrogate as the new sponsor of its light entertainment show Sunday Brunch.

The new partnership will see the coffee brand air idents at the beginning of each instalments of the show. Taylors idents were devised by creative agency Lucky Generals.

They highlight the company’s family-focused approach, featuring a family preparing to enjoy brunch. The spots then show a Taylors employee stepping in to lend a helping hand.

But it is revealed that the “family” was actually in the coffee firm’s factory the entire time. The videos all feature the tagline ‘from our family to yours’.

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Jack Scott-Paul, Taylors senior brand manager, said: “We’re thrilled to join the Sunday Brunch ‘family’ as a chosen partner. As a brand, we pride ourselves on making coffee of the highest quality, and to team up with a show that’s so synonymous with great food and drink is a real pleasure for us.”

The sponsorship deal also includes in-show segments and product placements. Once a month, Sunday Brunch host Simon Rimmer will prepare a bespoke recipe that features a different Taylors blend.

The partnership was developed in collaboration with Channel 4, DSP and media agency Goodstuff.