UKTV strikes co-funding deal with Waitrose

UKTV has commissioned its biggest advertiser-funded programming (AFP) deal with Waitrose. The supermarket chain has signed a co-funding deal with UKTV Food for prime-time commission Market Kitchen.

The deal is the first co-funded property signed by UKTV, owned by the BBC and Virgin Media Television (VMTV), and marks a new strategy aimed at getting AFP into primetime slots (MW February 22).

The 12-month, six-figure deal was created with media agency OMD and its branded content division Fuse.

VMTV controller of commercial partnerships Claire Heys says co-founding gives the television house more control over editorial content. She expects 20% of the UKTV Food channel to be funded by advertisers in three years.

The daily magazine show will be presented by four food experts including cookery writer Tana Ramsay  (above) and author Tom Parker-Bowles. It will focus primarily on locally sourced produce, echoing Waitrose’s positioning as a local and regional British food “champion”.

Strands including Buy It and Try It, Market Kitchen Cellar and Best of British closely reflect Waitrose brand values and will be built into the John Lewis-owned supermarket.

The partnership will incorporate on and off-air activity including Waitrose-branded ten-second bumper credits, top and tailing the 260 hour-long primetime shows, as well as 90-minute extended day-time repeats, and break bumpers.

Waitrose will be the show’s exclusive online sponsor and stream four programming strands on its website. It will provide competition prizes on-air and has the opportunity to invite its customers to take part in filming.

Waitrose will also receive branding on the Market Kitchen launch campaign, which has been created by Albion. UKTV Food branding will be included on any relevant Waitrose-produced marketing materials.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here