Channel 4 is set to launch a new branded entertainment series fronted by comedian Chris Ramsey, with episodes landing on YouTube from December 1 ahead of a full run on Channel 4 streaming from December 15.
Chris Ramsey’s Alternative Christmas Guide is a three-part series produced by Birmingham indie Acclaimed Content and forms the latest collaboration between Channel 4 and UK retailer Sainsbury’s. The format follows Ramsey as he attempts to host a trio of Christmas gatherings, offering a light-touch, comedic spin.
The project was brokered by DRUM and PHD as part of Sainsbury’s seasonal campaign and will be supported by social cut-downs across Channel 4’s Instagram, Facebook and TikTok channels, plus a TVC on Channel 4 later in December.
Emma Hopkins, Partner Lab leader at Channel 4, said the series “uses a comedian rather than a chef, aligning with Channel 4’s Altogether Different style,” adding that a mix of streaming, social content and contextual linear advertising would help the brand “reach new audiences wherever they choose to watch.”
Stephen Parnell, digital commissioning executive at Channel 4, described the show as a playful subversion of traditional Christmas formats, positioning Ramsey as a “normal(ish) bloke” attempting to host a festive lifestyle series.
Sainsbury’s head of brand communications Stephen Bowes added that the collaboration is designed to show viewers that festive hosting can be “easy and delicious,” even for unexpected guests.
The commission forms part of Channel 4’s growing Partner Lab output, which has recently included Filtered Interiors and Cancer Detectives: Finding the Cures.
