Channel 4 Teams with Sainsbury’s for Branded Entertainment Series

Channel 4 partnered with Sainsbury’s for the three-part branded entertainment series Chris Ramsey’s Alternative Christmas Guide.

Produced by Acclaimed Content, the series sees the titular British comedian take on the challenge of hosting three Christmas parties to prove that anyone can throw a festive party without stress. Full episodes will be available to stream on Channel 4 on December 15, with episodes becoming available on YouTube on December 1.

Stephen Parnell, digital commissioning executive at Channel 4, said, “Chris Ramsey’s Alternative Guide to Christmas answers the age-old question: ‘What if a normal(ish) bloke hosted a Christmas lifestyle show?’ With Chris Ramsey leading the festivities, we’re proving that anyone can channel their inner host this season. Whether you’re inviting friends, colleagues or even the cast of your local panto, you can throw an unforgettable Christmas party—no expertise required. All it takes is a few oven-ready bits, some nice people to feed, and, in Chris’ case, the magic of a full art department…”

“We know that Christmas is about bringing people together—whether you’re hosting a big gathering, finding thoughtful gifts or preparing for the big day itself,” said Stephen Bowes, head of brand communications at Sainsbury’s. “This show is about demonstrating that every festive occasion can be easy and delicious, so you can spend less time worrying and more time enjoying the celebrations—even when those unexpected guests arrive!”

Anton Inwood, executive producer at Acclaimed Content, added, “With Chris Ramsey at the helm and a world-class creative team behind the scenes, this Christmas series demonstrates what a small independent company with big ambitions can achieve. We’ve transformed a branded digital idea into a premium festive series, seamlessly combining storytelling and brand messaging, while delivering commercial-level production values with an editorial-first approach. Huge thanks to Channel 4 for giving us this opportunity and believing in a dynamic regional Indie with a big vision.”