Good Food lands another “Big” funding partner

Good Food has brought The English Beef and Lamb Executive on board for its latest Big... food format series, Matt and Allegra's Big Farm (pictured).
July 14, 2011

Good Food has brought The English Beef and Lamb Executive (EBLEX) on board for its latest Big… food format series, <i>Matt and Allegra’s Big Farm</I> (pictured).

The 2008 version of the advertiser-funded program, Mitch and Matt’s Big Fish, was funded by Young’s Seafood and starred former England rugby player and foodie Matt Dawson, who will now be paired up with 0n-screen partner healthy chef Allegra McEvedy.

Fully financed by EBLEX, the Denham Productions series is set to premiere on Good Food this fall and will also debut on UKTV’s sister channel Dave shortly afterwards.

Matt and Allegra’s Big Farm follows the duo as they visit Britain’s country farms and source enough food for a feast.

The AFP re-commission agreement was arranged by UKTV’s head of commercial partnerships, Sally Quick; head of content at MPG Media Contacts, Nick Price; and EBLEX’s marketing director, Jane Ritchie-Smith. 

The deal also includes online sponsorship on, EBLEX-branded marketing to support the series premiere, as well as bespoke beginning and end of parts, produced by MPG Media Contacts.  EBLEX will also support Matt and Allegra’s Big Farm with its Red Tractor beef and lamb ‘Good Food Story’ marketing campaign.

UKTV’s Sally Quick said, This AFP format is a rare and valuable thing because of its broad appeal.  Following its premiere on Good Food, our first series performed really strongly on Dave, Watch and Blighty, reaching four million viewers in total.  With Matt and Allegra on board, we anticipate this new series will achieve the same level of success for EBLEX.”

Matt and Allegra’s Big Farm was commissioned by UKTV’s director of commissioning Jane Rogerson, and ordered by UKTV’s interim head of lifestyle and interim channel head of Good Food, Clare Laycock.

Matt and Allegra’s Big Farm joins other UKTV AFP commissions, including UKTV’s first product placement deal with brightSolid for Yesterday’s Find My Past, Good Food’s Sicily! and Tesco’s Real Food Family Cook-off for Good Food and Channel Five.

In other UKTV news, Yesterday has secured the exclusive UK rights to Narrow Escapes of World War Two. The 13 x 60-minute series from World Media Rights tells the real stories of deadly operations, with each episode focusing on one narrow escape and the effect it had on the outcome of WWII.

The series will premiere on September 26.

Yesterday’s interim channel head, Adrian Wills said, The series encompasses the fighting spirit of WWII with 13 exceptional tales of derring-do when combatants fought against overwhelming odds and survived. It is a great addition to our continuing Spirit of the 1940s programming strand.”

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