Channel 4 renew partnership with Uncle Ben's and Jamie Oliver


Channel 4 has renewed its product placement partnership with leading food brand Uncle Ben’s with their products set to appear in Jamie Oliver’s Jamie’s Money Saving Meals, launching Monday 2nd September at 8pm.

Uncle Ben’s Rice will feature in various recipes across the 6 x 30 minute series. They will also be sponsoring the show in which Jamie will share the restaurant trade’s money-saving secrets in order to inspire the nation into eating well without breaking the bank.

The partnership was arranged by ZenithOptimedia, Fresh One and Channel 4.

Research carried out in February by BDRC Continental and Channel 4 revealed that the product placement of Uncle Ben’s rice in Jamie’s 15 Minute Meals positively shifted television viewers’ perceptions of the brand and resulted in a significant increase in spontaneous purchase intent. The research confirms that Product Placement works on an implicit level and normalises brands, making them feel more familiar, adding realism and ultimately improving top of mind recall.

Laura Cottrell, Partnership Business Manager AFP/PP, Channel 4 said: “We are delighted to be renewing our product placement partnership Uncle Ben’s, the brand has reaped the benefits of product placement and this is further evidence of Channel 4’s commitment to ensuring this evolving business continues to grow”

Uncle Ben’s have also developed an extensive in-store campaign to further extend the reach of the sponsorship and product placement partnership with Jamie’s new Channel 4 series.


Notes to Editors

About Uncle Ben's®
Uncle Ben's® wide range of rice products provide convenient ways to deliver nutritious meals the whole family can enjoy. Uncle Ben's® believes that the road to healthy meals start with a grain of rice. All plain flavours are 100% natural, and flavoured pouch recipes free from all artificial colourings, flavourings and preservatives. For more information, and recipe ideas, please visit

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