Five B Corp businesses set for TV advertising debut following Channel 4 competition win

Five B Corp businesses will make their TV advertising debut this weekend, after winning the second iteration of Channel 4 Sales' B Corp competition, run in partnership with B Lab UK.

Adverts from SURI, Holy Moly Dips Ltd, Klyk, Faith In Nature and TOTM will premiere together in a specially crafted ad-break takeover during The Great Celebrity Pottery Throw Down on Sunday evening, which will also highlight the principles behind the UK B Corp movement to audiences.

A voiceover explains that, ‘when you see a B Corp logo, it means a business has met verified social and environmental standards’, with B Corps ‘proving that businesses can have a positive impact.’

The ad-break takeover forms part of a prize pot of £600,000 worth of Channel 4 advertising airtime, with the individual adverts later featuring on Channel 4’s streaming platform in bespoke placements chosen to help each business reach its target audience.

The initiative forms part of Channel 4 Sales’ ongoing commitment to using the power of TV advertising to support positive social and environmental change, enabling purpose-driven businesses to grow and amplify their impact.

The details of the ads are as follows:

• ‘BEES R GOOD’ from Faith In Nature, creators of natural, plant based personal care, is produced by Blink Productions. It reimagines a 90s rave anthem (‘Ebeneezer Goode’ by The Shamen) around one simple message: nature makes us feel good. The campaign features handmade costumes, repurposed materials and a cast of employees and friends of the brand. 
• 'Who knew Avocado Could Be This Good?', the advert from natural food brand Holy Moly Dips Ltd, is produced by Myth Studios and Rhydian Evetts. The fully animated advert stars an avocado as it’s hero character, flying through different scenes and set against a catchy brand song. 
• ‘Hang In There’, from Klyk, the IT company on a mission to end waste in business IT, tells the story of an office manager guided by a talking cat poster to a circular IT solution that refurbishes devices, cuts costs and carbon, and donates technology to schools. 
• 'Designed for life', the advert from purpose-led oral care brand SURI, is produced by Joan Creative. Rooted in the insight that an intentional ritual, first and last, sets one up for everything the day puts them through, the hero film follows one woman’s daily routine and shines a light on those moments when having healthy teeth plays a pivotal role in having a great day.
• ‘Natural Wonder’, the advert from period care brand TOTM, is produced by Insiders. Styled as a retro American infomercial, it introduces a park ranger who likens the vagina to a beautiful ravine and the concept of leaving no trace, as with TOTM tampons, ‘the only tampons in the UK designed to leave things the way nature intended’. It’s noted to be ‘the first time the concept of fibre shedding will air in the UK.’

Tom Patterson, Sustainability Lead at Channel 4 Sales, said:

“This is the moment the competition was designed for. Seeing five brilliant B Corp businesses make their TV advertising debut together is a powerful showcase of how purpose can drive business forward. TV has a unique ability to bring stories to life and introduce people to brands and ideas they may not have discovered before. We can’t wait to see each of these businesses enjoy their moment on screen and take advantage of the impact and reach of TV advertising.” 

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

“We're so excited to see these ads come together on screen, demonstrating the size and scope of the B Corp community. We hope this unique ad break will help even more people to seek out businesses that are committed to doing better for people and the planet. 

“From oral care and period products to food, nature and technology, these businesses show that there are many different ways to put purpose into practice. We’re proud to work with Channel 4 to give them a platform to reach new audiences and show what business can look like when positive impact is placed at the heart of how it operates.”

The winners were selected by a panel of expert judges from Channel 4 Sales, B Lab UK, Advertising Association, Sonder, The Media Leader, 4Creative and Factory Studios.

ENDS