Brands sign Oliver C4 placement deal

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Jamie Oliver: new C4 show will feature Uncle Ben's and Yeo Valley products
Jamie Oliver: new C4 show will feature Uncle Ben's and Yeo Valley products

Products from Uncle Ben's and Yeo Valley will appear in the new Jamie Oliver cookery series, Jamie's 15-Minute Meals, on Channel 4.

The broadcaster has signed a product placement deal with the brands and Uncle Ben's, owned by Mars, will also sponsor the 40-episode series, which begins in the autumn.

Some of the recipes in the show will include Uncle Ben's products. Yeo Valley's fat-free yoghurt will also feature.

The deal was negotiated by Channel 4 and Oliver's production company, Fresh One, with ZenithOptimedia's Newcast division.

Since paid-for product placement became legal in February 2011, Channel 4 has hatched deals with L'Oréal and Nokia for its youth-focused soap Hollyoaks.

Vicky Kell, Channel 4's business manager, partnerships, said: "We're confident that the active usage by Jamie will lead to a tremendously effective campaign and, as such, we'll be investing in research to help us prove this."

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