Crosta & Mollica is the new sponsor of ‘Channel 4 Food’, in the Italian brand’s first-ever national TV campaign – and a debut partnership with the public service broadcaster.
It launched in July, including sponsorship of the ‘Channel 4 Food’ programme strand across its streaming and linear platforms, as well as ‘Cooking Inspirations’ on W, featuring the new series of MasterChef Australia.
The package incorporates all Come Dine With Me content, including sponsorship of the popular show on Channel 4’s social platforms, in addition to a selection of culinary programmes.
New idents have been created by Milan-based creative agency, Auge, consisting of different Italian settings, depicting friends and family members enjoying Crosta & Mollica’s selection of premium Italian foods, including pizza, aperitivo snacks and gelato.
Rupinder Downie, sponsorship and commercial partnerships leader at Channel 4, said: “Our partnership with Crosta & Mollica is a fantastic example of how Channel 4 can help brands reach highly targeted and engaged audiences. The rarely available ‘Channel 4 Food’ strand and W’s ‘Cooking Inspirations’ offer a fantastic selection of mouth-watering content, perfectly complementing Crosta & Mollica’s delicious range of authentic Italian food.”
Dean Lavender, head of marketing at Crosta & Mollica, said: “It marks an exciting new chapter for us, with our first-ever TV sponsorship. This platform allows us to connect with over 18m foodies across the UK, by showcasing our passion for bringing people together with delicious Italian food, wrapped in the highly distinctive Crosta & Mollica striped packaging.”