UK broadcaster Channel 4, in partnership with British supermarket chain Iceland Foods and their media agency the7stars, has commissioned a new cooking program Eat the Week with Iceland.
In each episode, TV chef Simon Rimmer prepares recipes and offers tips for busy families, while showing audiences how to reduce waste and save time with frozen food.
The new (10×60) series is being produced by Hungry Gap Productions and is partially funded by the grocer.
Eat the Week with Iceland has been commissioned by C4′s David Sayer, head of daytime, and represents Iceland’s first foray into broadcast TV programming. Additional broadcast quality video content will be created and distributed across Iceland and the broadcaster’s social and digital channels.
Iceland’s media agency the7stars has worked closely with C4 to develop this new partnership and Eat the Week with Iceland will be supported in store and across their digital platforms.
“I’m excited to be working with Channel 4 and Iceland to produce our first advertiser funded series. We all need exciting new ideas when it comes to feeding the family and Simon has come up with some mouth-watering suggestions,” said Pete Lawrence, founder and chief creative, Hungry Gap Productions, in a statement.