Homebase cook up a deal with Channel 4

Homebase, one of the UK’s home enhancement retailer – or DIY Store as we used to call them –  are to sponsor Channel 4’s Food on 4 strand across the main channel and More4, along with programming on UKTV channel Good Food from January 2013.

This 19 month, seven figure deal, negotiated by Ross Minton, Business Director at Mindshare Invention and Nick Scott, Partnerships Manager at Channel 4, will allow Homebase to showcase a range of home enhancement products from its exclusive range of kitchens, to dining furniture, cookware ranges and Grow Your Own.

The sponsorship bumpers will be visible around top name TV chef fronted food programming across Channel 4 and More 4 including shows such as Ramsay’s Kitchen Nightmares USA, Simon Hopkinson Cooks, Ottolenghi’s Mediterranean Feast and The Fabulous Baker Boys – as well as programmes such as Nigella Bites, Jamie’s Kitchen Australia and Nigel Slater’s Simple Suppers on Good Food.

The package also includes sponsorship of Food on 4 programmes available on 4oD up to 30 days after broadcast as well as selected programme pages online at Channel4.com.

Jo Kenrick, Marketing Director for Homebase said: “We are delighted to be partnering with Channel 4 and UKTV on such a comprehensive campaign. In sponsoring “Food on 4″ we believe we have the perfect platform with which to promote our exclusive Homebase kitchen ranges and our wider home enhancement products to a relevant, targeted audience.”

Creative agency The Outfit designed and produced the campaign’s creative.

[Reporter: Dominic Knight]