Schwartz inspire Good Food channel in new partnership

Channel 4 Sales today announced it has signed a new sponsorship deal with Schwartz for UKTV’s Good Food channel.

The partnership, brokered by MediaVest, will see Schwartz sponsor ‘Cooking Inspirations on Good Food’ for six months from this week – representing around 30 hours of content a week on the channel.

To complement the TV idents, the Good Food website will also host a designated Schwartz Cooking Club Hub where viewers can find a series of ‘How to’ cooking videos featuring recipes from lamb souvlaki to bay leaf rice pudding, topped off with spiced hot chocolate! Good Food will support the Cooking Club Hub through their social media channels including Twitter and Facebook throughout the partnership.

Rob Ramsey, Partnership Leader at Channel 4 said: “This new partnership is a great example of how advertisers can align themselves with like-minded popular lifestyle brands like Good Food on a truly bespoke combined TV and digital campaign.”

Paola Bassi at Schwartz said: “The Good Food Cooking Inspirations sponsorship is a great opportunity for Schwartz to appeal to our strategic consumer target by leveraging the inspirational nature of the sponsorship strand and the seasonal recipes that use our herbs and spices range.”

Steve Parker, MD, MediaVest said: “We are delighted to have negotiated this partnership between Schwartz and Good Food. We believe that their combined force will be extremely beneficial for both brands.”

The deal was managed by Matt Waller, Sponsorship and Content Associate Director and Nael Ogden-Smith, Project Manager at MediaVest, Melanie Ball Sponsorships and Partnerships at Channel 4 and Nathalie Bernard at McCormick UK, Schwartz.

Notes to editors

  • The sponsorship will launch on-air on Monday 23rd September

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