C4 partners with supermarket chain for “Weekend Kitchen”

The British pubcaster and British luxury supermarket chain Waitrose are teaming up for the live Saturday morning lifestyle and culinary show Weekend Kitchen with Waitrose (pictured).
April 17, 2014

Channel 4 is teaming up with British luxury supermarket chain Waitrose for a live Saturday morning lifestyle and culinary show.

Due to premiere on April 26, Weekend Kitchen with Waitrose (12 x 60 minutes, pictured) is produced by Spun Gold TV and presented by Lisa Snowdon and Steve Jones. The series was jointly developed by Spun Gold TV and Waitrose.

In each episode a famous chef will cook a seasonal dish using Waitrose products while the hosts chat with celebrity guests. Chefs lined up for the season include Heston Blumenthal, Raymond Blanc, Michel Roux Jnr, John Torode and Angela Hartnett.

Waitrose will support the series with in-store promotions, direct marketing and editorial content in branded publications Waitrose Weekend and Waitrose Kitchen. The pubcaster will also encourage viewers to interactive with the live broadcast on social media platforms such as Twitter and Facebook.

The program marks Channel 4′s first major branded content initiative since hiring Simon Wells, the former head of IP and entertainment for content agency Drum OMG, as partnership controller, funded content and creative solutions last year.

In other Channel 4 news, the network has also commissioned Stammer School (working title) from indie producer Twofour. The film follows Musharaf Asghar from Educating Yorkshire and a group of students with speech impediments as they enroll in a course to help them overcome their vocal stutters.

The program is part of a wider strategy to “cover a broad range of topics that both resonate and connect with young viewers in a meaningful way,” the networks said in a statement.

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