Fremantle has become official social media partner globally to TV host and food writer Donal Skehan and Appetite Media, both based in Ireland.
Under the agreements, Fremantle will oversee the publishing and global distribution of digital content derived from multiple Skehan and Appetite Media’s titles. This includes creating clips, compilations, and other assets for a new bespoke YouTube channel as well as across Skehan and Fremantle’s existing social media platforms.
Fremantle said these new channels “will highlight top-class IP whilst also building a strong foundation for our partners to create social-first content. In addition, Fremantle will support future brand and sponsorship opportunities”.
Spanning multiple titles from Skehan and Appetite Media’s catalogues, the deals will have a strategic emphasis on audience growth, engagement, and brand extension. Titles covered include Donal’s Super Food in Minutes, Donal’s Family Kitchen and Nico Reynolds – All Fired Up.
Robert Cocker, SVP of social & digital, Fremantle said: “Partnering with talent such as Donal and the experienced creatives at Appetite Media is an exciting next step in our commitment to build global digital ecosystems. It has been very rewarding to come together to build new business lines and creative outlets for their stars, and I am thrilled that we are continuing to build on our offering so that our partners can create straight to social content.”
Skehan said: “I’ve spent the best part of two decades making food content both on traditional media and social media, and this partnership feels like the natural next step. Fremantle has the reach to take the shows we make at home in Ireland to kitchens all over the world, and to do it on a platform where we’ve built a following of over a million food lovers, this feels like an incredible milestone. To be bringing eighteen years of work in the UK, Ireland and the US to a global audience like this, with a team I trust, is genuinely exciting.”
Marc Dillon, managing director of Appetite Media, added: “Appetite Media has worked with Fremantle for years, and together we’ve brought our food shows to audiences in 26 countries around the world. This partnership builds on that long-standing relationship and takes it into the digital space, giving the chefs on our roster a global platform built for the way people watch food content today. For a small Irish production company, it’s a proud moment.”
