Sainsbury’s unveils live cooking show with C4

Sainsbury’s has unveiled details of its live cooking TV show due to launch next month in partnership with Channel 4.

Sainsbury's
Sainsbury’s TV show will air on weekdays on Channel 4.

The show, ‘What’s Cooking? From the Sainsbury’s Kitchen’, will be hosted by former Celebrity Masterchef winner Lisa Faulkner and Ben Shephard. Programmes will also feature celebrity guests and well-known chefs.

All recipes will be made using Sainsbury’s products and will reflect Sainsbury’s Live Well for Less brand platform by offering affordable healthy meals.

It will feature Sainsbury’s branding throughout but the supermarket insists the show, which was created by Superhero TV, is “completely editorially independent”.

Episodes will be broadcast from a studio attached to a Sainsbury’s store with a live studio audience. It will air at lunchtime on weekdays from late February.

TV audiences will also be encouraged to interact with the shows through Twitter and Fcebook.

An online “scrapbook” platform hosted on Channel4.com will allow audiences to collect and save all recipes on the show, videos and additional information.

What’s Cooking? will also be promoted throughout Sainsbury’s stores.

Sarah Warby, Sainsbury’s marketing director, says: “What’s Cooking? From the Sainsbury’s Kitchen is an engaging, fresh format for a cookery show and we are very excited to be involved in such an innovative programme. We’re delighted to partner with Channel 4 and to be able to talk to our customers in a different way, bringing to life the ways in which Sainsbury’s can help people live well for less.”

Laura Cottrell, Channel 4 partnership business manager, says: “What’s Cooking from the Sainsbury’s Kitchen is a prime example of a connected, cross-platform advertiser-funded programme with product placement and Channel4’s editorial values at its core. We are delighted to be working with a partner who understands the power of activation beyond the screen.”

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