Crosta & Mollica launch first ever TV sponsorship with Channel 4 Food
Category: News Release
7 July 2023
Channel 4 has today announced Crosta & Mollica as its sponsor of ‘Channel 4 Food’ in the Italian food brand’s first ever national TV campaign which also marks its first sponsorship deal with the public service broadcaster.
The campaign, which launches on 8th July 2023, includes sponsorship of the ‘Channel 4 Food’ programme strand across Channel 4’s streaming and linear platforms, as well as the ‘Cooking Inspirations’ strand on W which features the brand-new series of MasterChef Australia.
And in another first, the package will incorporate all Come Dine With Me content, including sponsorship of the viewer-favourite show on Channel 4’s social platforms in addition to the wide selection of the very best new and iconic culinary programmes across Channel 4.
The sponsorship features new idents created by Milan-based creative agency, Auge, consisting of different scenes in beautiful Italian settings, depicting friends and family members enjoying Crosta & Mollica’s selection of premium Italian foods including pizza, aperitivo snacks and gelato.
Rupinder Downie, Sponsorship and Commercial Partnerships Leader at Channel 4 said: “Our partnership with Crosta & Mollica is a fantastic example of how Channel 4 can help brands reach highly targeted and engaged audiences. The rarely available ‘Channel 4 Food’ strand and W’s ‘Cooking Inspirations’ offer a fantastic selection of mouth-watering content, perfectly complementing Crosta & Mollica’s delicious range of authentic Italian food. We’re delighted to welcome Crosta & Mollica as our new sponsors.”
Dean Lavender, Head of Marketing at Crosta & Mollica said: “We are delighted to announce our partnership with Channel 4 Food, marking an exciting new chapter for Crosta & Mollica with our first-ever TV sponsorship. Channel 4’s platform will allow us to connect with over 18m foodies across the UK, by showcasing our passion for bringing people together with delicious Italian food wrapped in the highly distinctive Crosta & Mollica striped packaging.”
Crosta & Mollica’s sponsorship of ‘Channel 4 Food’ and ‘Cooking Inspirations’ on W was brokered by Channel 4’s award-winning commercial arm, 4Sales.
ENDS
For further information:
Hope Hamilton
07889 574798
Notes to editors:
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.
About Crosta & Mollica
The Crosta & Mollica story began in the Italian countryside.
Our founder, James, was working for a company that imported Italian food and as he travelled from region to region – meeting farmers, their families and their workers – he saw how much love and effort Italians put into crafting their food.
More than that, he experienced the effortless, unhurried joy that followed when they sat down to enjoy it with family and friends. Inspired by what he found, Crosta & Mollica was born, altogether Italian.
Thirteen years later, we’re still busily criss-crossing Italy in search of authentic, artisanal, regional Italian specialties that deserve to be in the kitchens and on the tables of food-lovers everywhere.
From pizzas to gelato, we make food that brings people together — delicious, shareable, moreish food made for moments big and small, planned and impromptu, around the supper table, on the picnic rug and beyond — altogether Italian food.
We pride ourselves on not only bringing a positive impact through good food but also making positive contributions to the planet as well. Crosta & Mollica is officially certified as a B-Corporation, becoming the first UK-based Italian food brand to achieve the status.
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