BMB to launch new C4 cookery show

Channel 4 has appointed Beattie McGuinness Bungay to help with the launch of its new cookery programme, called Cookery School.

BMB: hired by 4Rights
BMB: hired by 4Rights

BMB has been hired by the broadcaster's rights exploitation arm, 4Rights, to deliver a marketing strategy to launch the daytime show as well as to realise the programme's full commercial potential as a multi-platform property.

Cookery School, which is executive produced by John Silver, the creator of Grand Designs, is a new cookery talent competition combining cookery teaching and a daily competition.

The show, which is due to launch early in 2011, combines elements of MasterChef and Come Dine With Me and will be presented by the Michelin-starred restaurateur Richard Corrigan and the presenter and food writer Gizzi Erskine.

Mike Morris, the managing director of 4Rights, said: "BMB really understands the tone of this show and can help us deliver some distinctive promotions."