From next week, Aldi will be the long-term sponsor of Channel 4’s range of food programming.
“We are proud to partner with Channel 4 to sponsor their exciting food programmes and bring cooking inspiration and entertainment to the nation in true Aldi style,” stated Jemma Townsend, Marketing Director at Aldi UK.
In a deal brokered between Channel 4 Sales, Starcom and McCann, the supermarket brand will sponsor shows on Channel 4, More 4, E4 and Channel 4 Streaming, plus the ‘Cooking Inspiration’ strand on UKTV and W.
“This deal highlights once again why Channel 4 is the best partner to do business with. Our partnerships draw on Channel 4’s unique mix of the best content, creativity and innovation, and, in this case the ability to offer reach into third party media,” stated Rupinder Downie, Sponsorship and Commercial Partnerships Leader, Channel 4.
Darren Guy, Client Partner at Starcom, UK added:
“This is the perfect partnership for Aldi to demonstrate the quality of their offering and align with a premium foodie audience. Through a variety shows from Channel 4’s library of family favourite food and cooking, Aldi can speak to a highly engaged audience at a time when they’re likely to be thinking about the next food shop, and across multiple touch points.”
