Channel 4 has named leading wine retailer Laithwaites as the launch partner of its soon-to-launch social-first food and drink channel, Channel 4 Served.
Channel 4 Served launches in May across Instagram, TikTok and YouTube Shorts, offering chef creator-led short-form recipe series that celebrate not just what the UK eats, but where – at home – with a line-up centred around ‘food to get comfy with’.
As part of this, Laithwaites and Channel 4 are developing a selection of recipes inspired by a range of the brand’s wines. The deal also includes sponsorship of Channel 4’s food content on linear TV, food content on Channel 4 streaming, and social clips of the new series of Come Dine with Me on Channel 4’s Facebook.
Rupinder Downie, content solutions leader, Channel 4 Sales, said: “We’re thrilled to have Laithwaites Wine join us as our first partner on Channel 4’s new food and drink social channel – as part of a broad partnership that connects the brand with food and drink fans across sponsorship, streaming and branded entertainment touchpoints.”
James Morrison, head of brand, Laithwaites, added: “Channel 4’s food content and integrated channels are the perfect ingredients to continue to build the Laithwaites brand in a topical and appealing way.”
