Wine retailer Laithwaites has become the first brand to partner on Channel 4’s new vertical video food and drink social platform, Channel 4 Served.
The brand is supporting a social branded entertainment series – which sees wine creator host and expert Aleesha Hansel challenge creator chef and social media star, Tyler Butt, to create a variety of meals inspired by a different wine each episode.
Inspired by the region, taste, or name of a Laithwaites wine, each episode sees Butt explain the thinking behind the dish he creates, before viewers see the process of it being made, ending with Hansel and Butt enjoying the wine and meal.
The social branded entertainment series is part of a wider tie-up between Laithwaites and Channel 4, with Laithwaites also sponsoring Channel 4’s food content on linear TV and streaming. Media planning and buying was handled by Medialab Group.
Rupinder Downie, content solutions leader, Channel 4 Sales, said: “Channel 4 Served is helping viewers get comfy with simple, delicious dishes. Laithwaites’ engaging series adds to our offering, and highlights how Channel 4’s branded entertainment offering creates innovative ways for brands to reach their audience.”
James Morrison, head of brand, Laithwaites, added: “This series is fun, fresh, and captures exactly what Laithwaites is all about. As a family-owned business, we’re here to make wine approachable and bring people together—and we’re excited to see that come to life in homes, kitchens and sofas, across the UK.”
