UKTVs Really channel backed by pop art ads

UKTV has unveiled the campaign to support the launch of its rebranded lifestyle channel, Really.

The pop art style ads, created by Red Bee Media, will be supported by the strapline “Really. You couldn’t make it up”. The renamed channel, previously called UKTV Gardens, launches today (May 19) together with a new website.

Targeted at young female viewers, the television ads will air across the UKTV network, Virgin TV and Sky channels. The agency has also developed the channel’s new logo, idents and promotional kits.

The gardening content which it previously aired when it was called UKTV Gardens, has now been absorbed by sister channel Home, previously named UKTV Style.

Last week, UKTV completed the relaunch of all its channels with the rebrand of UKTV Food Channel as Good Food as a part of a deal brokered with BBC Worldwide’s Good Food property.

The food channel and its associated website will relaunch on June 22 with the new tagline “We have fun with food”.

Good Food will continue to target upmarket 25- to 44-year-olds who consider themselves to be food lovers rather than hobby cooks. Red Bee Media has also been charged with creating a new brand identity for Good Food.

UKTV is a joint venture between BBC Worldwide and Virgin Media.