Inside Laithwaites’ partnership with Channel 4
Specialist wine retailer Laithwaites has signed a multi-channel deal with broadcasting powerhouse Channel 4. Eloise Feilden gets the lowdown from the executives behind the deal.
Earlier this month Laithwaites announced its multi-channel partnership with Channel 4. Laithwaites will be the launch partner for the broadcaster’s soon-to-launch new social-first channel, Channel 4 Served, which debuts in May across Instagram, TikTok and YouTube Shorts.
“What we wanted to do across socials is take all of those Channel 4 values about creating change through entertainment, but through an altogether different approach, we want to see what we can do in the food and drinks space in socials that no one’s done before,” says Jodie Miles, content solutions SBE senior lead at Channel 4.
“We will be coming out with lots of relatable, fresh new content, which we’re starting to serve across TikTok and Instagram at first, and then looking at exploring the other channels in a couple of months.”
Miles admits that Channel 4’s aim for the new social-first channel is “quite a big ambition”. The broadcaster looks to combine “Gogglebox cosiness and [the] relatability of the Great British Bake Off” with “the simplicity of Jamie Oliver, all with the pace of that Instagram and TikTok scroll”.
Laithwaites and Channel 4 are developing a selection of recipes inspired by a range of Laithwaites’ wines for the new Served social channel.
James Morrison, head of brand at the wine retailer, says the idea is to foreground wine when it comes to pairing. “Rather than what to pair with food, it’s about what meal goes best with the wine that’s chosen,” he says.
The idea is to encourage viewers to be “choosing what to eat second”.
“It puts the wine first, and it’s just an interesting, slightly new way of bringing the wines to life, but still keeping it relevant with food,” Morrison tells db.
Chef-presenters attached to the new channel are yet to be announced, but Miles revealed that the broadcaster has tapped into “regional talent” and “underrepresented chefs” for Channel 4 Served.
“We’re going to have a huge nations and regions-first approach that reflects the diversity of the UK through chefs, but also their tastes,” she says.
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When it comes to tastes, Miles says: “Imagine it’s everything from your jollof rice to tika masala to fish and chips to fry ups. We’re taking this altogether different approach to food and really celebrating the rich, diverse food and drink culture across the whole of the UK.”
The deal will also see Laithwaites sponsor food programming across Channel 4 and UKTV, the broadcasters linear channels. Laithwaites has worked with Channel 4 on a series of 15 idents designed to cover a range of meal occasions and different wines for linear TV programming.
“We’ve brought to life our different wines with different kitchen occasions that reflect the content of the programmes that are going to be shown on Channel 4,” Morrison says.
The idents feature pairings including a Sauvignon Blanc from Chile’s Atacama desert paired with a lemon meringue pie; the retailer’s own-brand Kew Gardens sparkling rosé with eaton mess; and Chateau Labegorce Margaux with beef stroganoff.
Laithwaites aims to highlight the diversity of its range, and wines featured in the idents span everything from orange to non-alcoholic expressions. “We have a range of over 1,200 wines; 95% of them are exclusive to us. Our focus is on trying to demonstrate that breadth,” Morrison says.
What does Laithwaites stand to gain from the partnership?
“As a relatively small family-owned business in a category that’s dominated by supermarkets, we’ve got to encourage people to drink better wine,” says Morrison of the retailer’s motivation to partner with Channel 4. “What we’re trying to do here is to put our brand in the middle of mass reach national activity that’s connecting with audiences that care about the food and the drink that they consume.”
Laithwaites approached Channel 4 to sponsor its content, which Miles says was “brilliant timing”, as it coincided with the broadcaster’s development of its Served channel.
“We work with everyone from small independents and B Corps to your gigantic retailers,” she says. “We want to continue to be a relatable place for anyone, no matter what budget or size you are as a company.”
The broadcaster has partnered with brands including Ciroc vodka in the past, as well as beer brand Peroni for its First Dates programme.
Channel 4’s agreement with Laithwaites runs for until the end of Christmas. Morrison describes the deal as a “big investment”, particularly for a “relatively small fish in a big pond” like Laithwaites. He hopes the risk will pay off for the retailer. He says: “It’s all about building brand and trying to drive growth amongst audiences and stay front of mind.”
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