Channel 4 today announces a new short-form video series for its social-first food and drink channel, Channel 4 Served, as part of its partnership with Nestlé’s global food brand, Maggi.
The recipe series will see popular Channel 4 Served chefs Jono Yates and Verna Gao celebrate the emotional connection food brings while cooking their takes on indulgent comfort food and Asian-inspired dishes.
Each recipe features an everyday-staple Maggi product, with dishes ranging from Korean BBQ Chicken Loaded Fries, to Carbonara Style Noodles and Teriyaki Chicken Bao, perfect for sharing with loved ones.
The partnership builds on a longer-form branded entertainment series with Maggi released on Channel 4’s YouTube earlier this year, Shared Plates, with millions of viewers tuning in to see comedian Jack Skipper team up with everyday cooks to create a dish for someone special in their lives.
The new series, which is produced by Channel 4’s in-house digital production unit 4Studio, will launch on Channel 4 Served’s YouTube, Instagram, TikTok and Facebook on 7 September and will also feature an ad-pause placement.
The partnership was facilitated by Maggi’s media agency, OpenMind (WPP Media).
Nyall Ray-Cook, Exec Producer at Channel 4 Served, said:
“At Channel 4 Served, we’re always looking for fresh ways to bring food content to life for social audiences. This series combines inspiring recipes with the universal role food plays in bringing people together, creating content that’s entertaining, relatable and designed to be shared.”
Sam Hicks, Head of Advertiser Strategy at Channel 4, said:
“Our partnership with Maggi is rooted in the power of food to bring people together with emotionally resonant storytelling and delicious recipes. We’re excited to bring another wave of content to viewers through our ongoing partnership with Maggi.”
The partnership is the latest project from Channel 4’s Partner Lab, the in-house creative partnerships team built to help brands stand out, offering solutions across partnerships, sponsorship, creative strategy and production.
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