Channel 4 has announced Crosta & Mollica as its sponsor of ‘Channel 4 Food’ in the Italian food brand’s first national TV campaign, which also marks its first sponsorship deal with the broadcaster.
The campaign, which launches on 8 July, includes sponsorship of the ‘Channel 4 Food’ programme strand across Channel 4’s streaming and linear platforms, as well as the ‘Cooking Inspirations’ strand on which features the new series of MasterChef Australia.
And in another first, the package will incorporate all Come Dine With Me content, including sponsorship of the viewer-favourite show on Channel 4’s social platforms in addition to the wide selection of the very best new and iconic culinary programmes across Channel 4.
The sponsorship features new idents created by Milan-based creative agency, Auge, consisting of different scenes in Italian settings, depicting friends and family members enjoying Crosta & Mollica’s selection of Italian foods including pizza, aperitivo snacks and gelato.
Rupinder Downie, Sponsorship and Commercial Partnerships Leader at Channel 4, said: “Our partnership with Crosta & Mollica is a fantastic example of how Channel 4 can help brands reach highly targeted and engaged audiences. The rarely available ‘Channel 4 Food’ strand and W’s ‘Cooking Inspirations’ offer a fantastic selection of mouth-watering content, perfectly complementing Crosta & Mollica’s delicious range of authentic Italian food. We’re delighted to welcome Crosta & Mollica as our new sponsors.”
Dean Lavender, Head of Marketing at Crosta & Mollica, added: “We are delighted to announce our partnership with Channel 4 Food, marking an exciting new chapter for Crosta & Mollica with our first-ever TV sponsorship. Channel 4’s platform will allow us to connect with over 18m foodies across the UK by showcasing our passion for bringing people together with delicious Italian food wrapped in the highly distinctive Crosta & Mollica striped packaging.”
