Better-for-you beer brand Prime Time Beer has launched a new branded entertainment series on YouTube, entitled Low-Cal Cook-Off.
Designed and produced by Fan Club, the series positions Prime Time Beer at the intersection of everyday wellness, food culture and performance-led lifestyles, as the low-calorie beer brand continues its national rollout into Tesco Express stores.
The episodic cooking series sees host and cooking influencer Martyn O’Dell, aka The Lagom Chef, go head-to-head with Prime Time ambassadors and celebrities such as Tom Trotter (Online Coach) and Made In Chelsea’s Tristan Phipps and Jules Pollard, in a series of low-calorie recipe challenges, to prove that healthier choices don’t have to compromise on flavour, fun or social occasions.
Each episode blends recipe-led entertainment with humour, rivalry and chemistry, while integrating Prime Time as part of the mealtime moment. Episodes also feature store visits to Tesco Express, with ingredients sourced in-store, reinforcing the retailer partnership while keeping the content native to existing audience behaviours.
The series will be distributed on Prime Time’s own channels, with YouTube acting as the host platform, supported by short-form clips across Instagram, TikTok, Facebook, and YouTube Shorts. Alongside the long-form episodes, each dish is also repurposed into practical recipe videos and social formats, to help drive repeat viewing.
The campaign is aimed at urban 21–35-year-olds who prioritise performance, wellness and calorie-conscious food choices, but still want full-flavour experiences, an audience that increasingly responds to creators and entertainment over traditional advertising.
Harvey Armstrong, CEO, Prime Time Beer, said: “Our audience wants content that fits naturally into how they live, eat and socialise. Low-Cal Cook-Off allows us to show up credibly in food and fitness culture, while reinforcing that Prime Time Beer is a better-for-you beer that still delivers on flavour and enjoyment. This is the start of a long-term content strategy for us, not a one-off campaign.”
Joe Churchill, founder & CEO of Fan Club, added: “This project is about helping Prime Time Beer behave like a broadcaster rather than a traditional advertiser. By building an owned YouTube format designed to scale across short-form and social, we’ve created a repeatable entertainment platform that we believe will grow audience, community and brand affinity over time.”
The series marks the launch phase of Prime Time’s YouTube channel, with Fan Club already developing plans for an always-on content strategy that could expand the brand’s IP into new formats, guests and territories.
