Jamie Oliver, who until recently was Sainsbury’s brand ambassador, will incorporate Uncle Ben’s rice range and Yeo Valley’s natural yoghurt in a variety of recipes for the programme.
As part of the deal, Uncle Ben’s will also sponsor the programme. A recipe from the series will also feature on Yeo Valley’s products and packaging. The value of each deal was not disclosed.
Channel 4’s business manager for partnerships Vicky Kell says “This is the first time we’ve placed products on-screen with major talent in this way, and we’re confident that the active usage by Jamie will lead to a tremendously effective campaign, and as such we’ll be investing in research to help us to prove this.”
The broadcaster has already signed a handful of product placement deals since Ofcom first allowed the form of advertising on British television last year.
Nokia signed a deal last month for its smartphones to appear in teen drama Hollyoaks, which has previously featured paid-for placements by L’Oreal.
Channel 4’s first ever product placement deal was with New Look, which funded a fashion series.