Channel 4 is airing a new festive branded entertainment series with Sainsbury’s.
Chris Ramsey’s Alternative Christmas Guide will focus on how to throw a Christmas party – with minimal effort, whoever the guests happen to be.
“We know that Christmas is about bringing people together- whether you’re hosting a big gathering, finding thoughtful gifts, or preparing for the big day itself,” explained Stephen Bowes, Head of Brand Communications, Sainsbury’s.
“This show is about demonstrating that every festive occasion can be easy and delicious, so you can spend less time worrying and more time enjoying the celebrations – even when those unexpected guests arrive!”
The deal was led by creative agency DRUM and the supermarket’s media agency, PHD.
“When Sainsbury’s came to us and asked how to get on tables (both big and buffet) this Christmas, we looked to the sofa,” added Jenni Hill, Associate Creative Director, DRUM.
“Telly is such a key part of the season, so we wanted to put a new spin on the Festive Special to show how Taste the Difference is low effort, high reward. Working with Channel 4, Chris Ramsey, and clients who embraced the alternative approach has created a series of presents we would happily put under any tree this year. Plus, I got to meet Santa too which was nice – I’ve asked for more briefs like this.”
In each of the 3 episodes, which are produced by Acclaimed Content, Ramsey will take on a festive party challenge.
“The format is festive, cheeky, and uses a comedian rather than a chef, all aligning with Channel 4’s Altogether Different style,” said Emma Hopkins, Partner Lab Leader at Channel 4.
“By creating content that will sit on Channel 4’s social platforms, be available to stream, and has a contextual advert on linear, the brand can reach new audiences wherever they choose to watch.”
It’s the latest content deal from Channel 4’s Partner Lab, its new in-house creative partnerships team.
