Channel 4 Sales unveils shortlist of sustainable businesses up for winning free airtime

Channel 4 Sales has today revealed which businesses have been shortlisted in its competition with B Lab UK, the non-profit behind the UK B Corp movement. The competition gives Certified B Corporations (“B Corps”) in the UK the chance to win airtime worth £600,000.

10 businesses made the shortlist, narrowed down from over 200 who applied, having demonstrated what being a B Corp means to them and their creative vision for what their advert would include.

B Corps are companies verified by B Lab to meet high standards of social and environmental performance, transparency, and accountability, with the competition looking to leverage the power of advertising to actively support positive consumer behaviour change.

Situated across the UK, the shortlisted businesses are:

• The Seep Company creates sustainable everyday essential products to help create a cleaner home and planet.
• Tiny Rebel Brewery is an award-winning brewery from Newport, South Wales founded in 2012.
• Ancient & Brave is a mission-driven wellness brand that blends impactful botanicals, intelligent nootropics, and functional ingredients. 
• Presto Coffee creates a delicious coffee that is planet-friendly.
• Untamed is a business that creates cat food which aims to be as close to a natural diet as possible, and is also on a mission to raise standards across the industry.
• Ticket Tailor is a ticketing platform that allows you to sell tickets online simply and affordably.
• Marshfield Ice Cream, based just outside of Bath and Bristol, provides this award-winning fresh farm product to all.
• Divine Chocolate was launched by a group of cocoa farmers in Ghana who voted to set up their own chocolate company and is the first farmer-owned Fairtrade chocolate brand.
• St Eval works with nature to collect fragrances and turn them into wildly scented candles from its Cornish base.
• The White Company specialises in creating stylish, white homewares, combining the highest quality with affordable prices.

Ewan Douglas, Head of Sales & Business Development, at Channel 4 Sales, said: 

“We had so many strong entries for our B Corp competition, and it's been brilliant to see how many businesses in the UK are committing to sustainable practices, as well as the demonstrable appetite to harness the power of TV advertising.

“Our shortlisted businesses showed a clear and impressive vision for their adverts and how it would sit within their broader business strategy, and we’re excited to hear more from them as we move into our final stage.”

Ros Holley, Director of Communications & Marketing, at B Lab UK, said:

“We’ve seen a fantastic response to this campaign from B Corps putting themselves forward to tell the story of business as a force for good through TV. It’s been challenging to narrow down, as the quality of submissions was really high across the board. We think this shortlist reflects the breadth and depth of the UK B Corp movement, and look forward to hearing more from our finalists in the next round. 

 “Through this partnership, we’re hoping to build understanding of a new way of doing business among a wider audience, and we’re delighted to be working with Channel 4 to bring this opportunity to B Corps.”

 Those shortlisted will take part in final stage pitches in June, where five businesses will be chosen as the winners of airtime worth £120,000 each. Both winners and runners-up will also gain access to a series of expert masterclasses to help them grow and thrive.

 The winners will then tap into the potential offered by TV advertising for the first time, leveraging its reach to drive growth and connect with new customers.

 Chaired by Channel 4’s Sam Hicks, the judging panel for this year’s edition will be made up of industry leaders across Thinkbox, Ad Association, B Lab UK, Channel 4, Media Leader / Adwanted, Quiet Storm, and Sonder.

ENDS