American Express to sponsor C4 food industry programme

American Express has taken its first leap into the UK’s television sponsorship market, using Channel 4 as its launch pad.

American Express has taken its first leap into the UK’s television

sponsorship market, using Channel 4 as its launch pad.



The US credit card company is sponsoring Channel 4’s weekly restaurant

industry series, If you Can’t Stand the Heat, featuring six failing

catering ventures with tips for improvement.



The documentary, based on the premise that 40 per cent of restaurants

never reach a second birthday, aims to find solutions for survival in

such a competitive trade.



The series, launched last week, will run over the next five weeks and

the American Express logo will appear during ad breaks, including

standard sponsorship credits, 15 seconds going into the programme, five

seconds around each ad break and 10 seconds at the end the

programme.



The creative output for the sponsorship deal was produced by Channel 4’s

in-house creative team and directed by Grant Gilbert.



Melanie Briggs, sponsorship account manager at Channel 4 said: ’American

Express is a top rate brand, and is the perfect partner for a series

which reflects its ideology - to help people do more in their

professional lives.’



Media planning and buying was by Carat.



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