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Homebase to use ‘Food on 4’ TV sponsorship deal to showcase kitchens

Channel 4 has agreed a seven-figure deal with retailer Homebase for it to sponsor Food on 4 content.

The broadcast has announced the 19 month deal, which will run across Channel 4 and sister channel More4, as well as UKTV's Good Food channel from this month.

The deal, negotiated by Mindshare will see Homebase showcase its home enhancement range, kitchens, furniture, cookware and other items on sale through bumpers around its TV chef fronted food programmes such as Ramsay's Kitchen Nightmares USA and Jamie's Kitchen Australia.

Food on 4 programmes running on 4oD will also be included in the package, as will selected pages at the Channel 4 website.

Announcing the sponsorship deal, Jo Kenrick, marketing director for Homebase said: "We are delighted to be partnering with Channel 4 and UKTV on such a comprehensive campaign. In sponsoring "Food on 4" we believe we have the perfect platform with which to promote our exclusive Homebase kitchen ranges and our wider home enhancement products to a relevant, targeted audience."

The campaign creative has been produced by The Outfit.

Source : Stevem Lepitak – The Drum

11 January 2013
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