Channel 4 Commissions New Saturday Morning Show


LONDON: Channel 4 has given the go-ahead to a branded-content Saturday morning show co-developed by British supermarket chain Waitrose.

Weekend Kitchen with Waitrose is set to debut April 26 at 9 a.m. with co-hosts Lisa Snowdon and Steve Jones. They’ll be joined each week by famous chefs who will cook seasonal recipes using selected Waitrose ingredients. The program will also be supported by Waitrose in-store promotions, direct marketing to myWaitrose customers and editorial support from the supermarket’s publications, Waitrose Weekend and the Waitrose Kitchen magazine.

David Sayer, Channel 4’s head of daytime, commissioned the show, which was co-developed and produced by Spun Gold TV.

“This is a first for Waitrose and we are very excited to be working with Channel 4 to broadcast a weekend show that will offer viewers something new on a Saturday morning,” said Rupert Ellwood, the supermarket chain’s head of marketing communications. “Like our weekly magazine, Waitrose Weekend, we hope the show gives the best advice, ideas and inspiration for making the most of your family time.”

Jonathan Lewis, the head of digital and partnership innovation at Channel 4, added: “This significant and exciting new long-form AFP with Waitrose builds upon Channel 4’s strong track record in bringing relevant and entertaining brand-funded content to our schedule. This partnership with Waitrose is our first major advertiser-funded partnership to be spearheaded by Simon Wells. Simon and his team will continue to work closely with our advertising partners to grow further innovative partnerships through the development of bespoke, high-quality and engaging content.”