Channel 4 and Sainsbury's launch brand new daytime format


Channel 4, in partnership with Sainsbury’s, has commissioned brand new daytime show What’s Cooking? From the Sainsbury’s Kitchen, presented by Ben Shephard and Lisa Faulkner.

Following on from the successful Paralympics partnership with the broadcaster Sainsbury’s, is funding and placing its products in What’s Cooking? From the Sainsbury’s Kitchen. The series will air at lunchtime on weekdays on Channel 4 from late February 2013 and is being produced by Superhero TV – part of Predictable Media Group.

The programme, commissioned by Channel 4 Head of Formats Dominic Bird, will broadcast from a purpose built interactive studio at a Sainsbury’s store with a live studio audience and will feature an interactive element as the audience at home will be encouraged to ask questions via social media platforms Twitter and Facebook.

Along with celebrity guests, well-known chefs will join the programme to cook up delicious recipes suitable for all budgets and tastes.

Sainsbury’s products will be used within recipes featured in the show and branded products will also appear on in-show recipe graphics.

By visiting the What’s Cooking? From the Sainsbury’s Kitchen Scrapbook at, viewers will be able to collect and keep all the recipes, videos and information featured in each show from the Sainsbury’s Live Well For Less website.

Sainsbury’s branding will feature within the programme’s title sequence, credits and on cue cards held by Ben and Lisa. The supermarket is also creating point of sale activity around the deal.

Dominic Bird, Head of Formats, Channel 4 said; ‘Ben and Lisa are a terrific pairing and we feel the mix of celebrity guests, entertaining chat and cookery on What’s Cooking will offer up a compelling menu for our Channel 4 daytime audience’

Sarah Warby, Marketing Director, Sainsbury’s said; “What’s Cooking? From the Sainsbury’s Kitchen is an engaging, fresh format for a cookery show and we are very excited to be involved in such an innovative programme. We’re delighted to partner with Channel 4 and to be able to talk to our customers in a different way, bringing to life the ways in which Sainsbury’s can help people live well for less.”

Laura Cottrell, Partnership Business Manager, Channel 4 said; “What’s Cooking from the Sainsbury’s Kitchen is a prime example of a connected, cross-platform advertiser-funded programme with product placement and Channel4’s editorial values at its core. We are delighted to be working with a partner who understands the power of activation beyond the screen.”

Drum, Omnicom Media Group’s branded content agency, worked closely with Superhero TV, Channel 4 and Sainsbury’s in bringing all the partners together.

Simon Wells, Head of IP and Entertainment formats at Drum said; “We believe this show is going to offer a step change on how product placement and brand integration is creatively utilised in the UK broadcast industry”

Notes to Editors

About Sainsbury’s:

Sainsbury’s has been helping customers Live Well For Less with a dedicated website which has tips and recipes. All the recipes and other content from the ‘What’s Cooking? In the Sainsbury’s kitchen’ programme will be available on the website

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