Channel 4 Sales partner Hotpoint with UKTV's Good Food channel

Channel 4 today announces a brand new partnership with Hotpoint Appliances and UKTV owned Good Food channel’s World of Flavour strand, launching Wednesday 22nd October and will run until September 2015.

Hotpoint’s sponsorship idents will be visible around a variety of cookery programmes from international chefs including: David Rocco’s India; Luke Nguyen’s Vietnam; Rachel Khoo’s Kitchen Notebook: Cosmopolitan Cook; Rick Stein’s Mediterranean Escapes and Valentine Warner Eats Scandinavia.

The World of Flavour strand will consist of an average of 25 hours of programming a week across Good Food’s daytime and peak time schedule.

The six figure deal was brokered by Melanie Ball, Partnerships Account Manager, Channel 4 and Gemma Andrews, Creative Solutions Manager at Amplifi, Carat. The Dentsu Content team have been responsible for creating the idents which will showcase the quality functionality of Hotpoint’s small and large appliances including digital kettle, steam blender, slow juicer and Luce Oven.

Rupinder Downie, Partnership Controller, Channel 4 said: “"We are delighted to have created a perfect partnership with Hotpoint on the Good Food channel, providing an enviable environment for a nation of aspiring cooks in the home"”

Hotpoint said: “Sponsorship of UKTV’s Good Food will allow Hotpoint to align with quality cooking programmes that our key audience interact with regularly in order to indulge in their passion for cooking. Our created idents fit seamlessly with the programming and help to communicate that with Hotpoint appliances, anyone is able to whip up dishes with great flavour.”

Gemma Andrews, Creative Solutions Manager at Amplifi Carat said: “Hotpoint want to build credentials as a cooking brand aligning with compelling content that conveys them as ‘the most loved appliance partner for your kitchen’, whilst still keeping consumers at the heart and helping them to indulge in their passion for cooking. We see the 12 month sponsorship of Good Food’s a ‘World of Flavour’ strand as doing just that.”

Channel 4 Sales offer advertising opportunities across all Channel 4 brands, all UKTV channels, BT Sport and Box TV brands, as well as PBS America.