Aldi to sponsor Channel 4 food programming strands

26 January 2024

Channel 4 Sales has secured retailer Aldi as the long-term sponsor of Channel 4’s range of food programming across Channel 4, More 4, E4 and Channel 4 Streaming, plus the ‘Cooking Inspiration’ strand on UKTV and W.

Commencing on 29 January the sponsorship will span food programming on Channel 4 such as Come Dine with Me and Jamie Cooks the Seasons.

It also includes the ‘Cooking Inspiration’ strand on UKTV and W including programming such as My Kitchen Rules Australia, Masterchef New Zealand and Dessert Masters. Channel 4 Sales is the exclusive advertising representative for the UKTV portfolio.

Channel 4 Sales’ latest sponsorship was brokered with the support of media agency Starcom and creative agency McCann.

Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4 said: “This deal highlights once again why Channel 4 is the best partner to do business with. Our partnerships draw on Channel 4’s unique mix of the best content, creativity and innovation, and, in this case the ability to offer reach into third party media.”

Jemma Townsend, Marketing Director at Aldi UK, said: “We are proud to partner with Channel 4 to sponsor their exciting food programmes and bring cooking inspiration and entertainment to the nation in true Aldi style.”

Darren Guy, Client Partner at Starcom, UK said: “This is the perfect partnership for Aldi to demonstrate the quality of their offering and align with a premium foodie audience. Through a variety of shows from Channel 4’s library of family favourite food and cooking, Aldi can speak to a highly engaged audience at a time when they’re likely to be thinking about the next food shop, and across multiple touchpoints."

About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For over 40 years, it has been a British success story, engaging generation after generation of young people.

Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.

Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.

Channel 4 has the UK’s biggest free streaming service plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 88 BAFTA wins in its history.

https://www.channel4.com/

About Aldi

Aldi is one of Britain’s fastest-growing supermarkets with more than 1,010 stores and over 45,000 colleagues.

The supermarket believes in making everyday amazing and delivering the best possible value for millions of families throughout the UK and Ireland.

That’s why Aldi is the UK’s Cheapest Supermarket, according to consumer champion Which? (December 2023), as well as Cheapest Supermarket of the Year for 2023, after also winning the accolade in 2022 and 2021.

Aldi consistently racks up award after award for quality, treats its suppliers and employees with fairness and respect and recognises the responsibility of supporting valued institutions such as Team GB and Paralympics GB to demonstrate the importance of health and wellness.

Aldi makes the everyday amazing. But amazing doesn’t happen overnight, which is why Aldi is making changes to be better every single day – to be fairer, greener and healthier for customers, society and the environment.

What’s the reason they do this? Because Aldi believes that everyone should have access to fresh, healthy, affordable food. It’s a right, not a privilege.

About Starcom

Starcom is a communications planning, buying and performance media agency leader whose aim is to Move People and Move Business. Their intelligence-driven model fuses media, creativity, technology and data to drive faster growth for clients. With more than 5,000 employees worldwide, Starcom partners with the world's leading marketers and new establishment brands, including Aldi, Ancestry, AB InBev, Stellantis, KP Snacks, Procter & Gamble, Puig, Samsung, Visa and more. Starcom is part of Publicis Media’s market-leading media agencies that sit within Publicis Groupe [Euronext Paris FR0000130577, CAC40].