C4 secures sponsorship for two new programmes

Channel 4 has brokered two sponsorship deals: one for a new early evening music and entertainment show starring Zoe Ball, the other a series combining gardening and cookery – the first of its kind on TV. Both deals were negotiated by Drum PHD. Right About Now, to begin on November 9, will be sponsored by Wella Shockwaves. Episode one will feature guests Paul Whitehouse, Kate Winslet and David Bowie. The programme is produced by Ginger Television. Drum PHD account director David Liversage says the deal “continues Wella’s strategy of targeting style-conscious, media-literate young people.” Wella achieved a high profile for its previous sponsorship of C4’s Friends. The sponsorship credits, featuring a character called Craig whose unruly hair contrasts with other figures who use Wella Shockwaves products, were created by C4’s creative services team in conjunction with Wella and Drum PHD. Meanwhile, Fork to Fork, in which celebrity gardener Monty Don and his wife Sarah will explain how to grow organic food and create healthy dishes from it, will be sponsored by Seeds of Change. The Mars-owned company, which only supplies organic food, launched recently in the UK. Marketing manager Lynn Simpson says the sponsorship deal is “a key constituent” of its launch strategy. The sponsorship credits were created by D’Arcy, and the programme produced by Flashback. The Fork to Fork series on C4’s Website will include a link to the Seeds of Change Website.

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