Channel 4 signs two major brands in unique product placement deal

Channel 4 has agreed major product placement deals for two leading food brands to feature in the forthcoming Jamie Oliver series, Jamie's 15 Minute Meals.
 
In Channel 4's first product placement partnership for a cookery programme, Uncle Ben's rice and Yeo Valley Yogurt will feature in the 40 x 30 minute series, launching on Channel 4 this autumn. Uncle Ben's will also be sponsoring Jamie's 15 Minute Meals.

Throughout the series Jamie will create nutritious, speedy dishes in 15 minutes. Within the series, some of these quick-cook recipes will incorporate a variety of Uncle Ben's rice, including Loose Basmati Rice, Express Wholegrain Rice, Express Long Grain & Wild Rice; and some will incorporate family dairy farm Yeo Valley's 0% Fat Natural Yogurt.
The partnerships were arranged by Newcast (for Uncle Ben's), Yeo Valley, Fresh One and Channel 4.

In addition, a recipe from the series which uses Yeo Valley 0% Fat Natural Yogurt will feature on Yeo Valley's products' packaging.

Vicky Kell, Business Manager, Partnerships, Channel 4 said: "This is the first time we've placed products on-screen with major talent in this way, and we're confident that the active usage by Jamie will lead to a tremendously effective campaign, and as such we'll be investing in research to help us to prove this."

Zoe Collins, Managing Executive Producer, Fresh One Productions said: "We are excited to be working with Channel 4, Uncle Ben's and Yeo Valley on this series.  Getting the right tone is really important and we're confident that with these partners we are all working towards a terrific programme. Food-wise, the Uncle Ben's and Yeo Valley products used in the series do really help to save time but, importantly, never at the expense of taste."

Rachel Moss, UK Marketing Manager, Uncle Ben's said: "We hope Jamie's 15 minute recipes will encourage even more people to be inspired to create healthy and diverse rice based meals. We believe that if you start any meal with a simple grain of rice, and a bit of inspiration from recipes like those featured in this series, you'll end up with a better family meal. As all of our Uncle Ben's Rice range can be cooked in less than 10 minutes, Uncle Ben's makes mealtimes convenient as well as healthy and nutritious for the whole family to enjoy together."

Tim Mead, Managing Director, Yeo Valley said: "We are delighted to be included in Jamie's new programme.  As a friend of our family farm and a fan of our products, we're thrilled that Jamie shares our passion for wholesome British food made from the best ingredients. We're looking forward to the series hitting TV screens and will be launching an on-pack offer to tie in with the show."

About Uncle Ben's®
With all plain flavours being 100% natural, and flavoured Ready to Heat recipes being free from all artificial colourings, flavourings and preservatives, Uncle Ben's® wide range of rice products provide convenient ways to deliver nutritious meals the whole family can enjoy. Uncle Ben's® believes that the road to healthy meals start with a grain of rice. For more information, and recipe ideas, please visit www.unclebens.co.uk.

 
About Yeo Valley
https://www.yeovalley.co.uk/