Brands sign Oliver C4 placement deal

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.

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

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."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).