Channel 4 has sold two new sponsorship deals to hair product
manufacturer Wella Shockwaves and organic food supplier Seeds of
Change.
Wella Shockwaves will sponsor a Ginger Television production called
Right About Now, to be fronted by Zoe Ball. The US seed company Seeds of
Change will sponsor a new gardening and cookery series, Fork to Fork,
that will be presented by the television gardeners Monty and Sarah
Don.
Right About Now will mix entertainment news with celebrity interviews
and the latest music. The first episode will feature Paul Whitehouse,
Kate Winslet and David Bowie, with music from the Charlatans. The
programme airs for the first time this week and will run until the end
of February.
The Wella sponsorship was negotiated by David Liversage, account
director at Drum PHD. ’Wella Shockwaves’ sponsorship of Right About Now
continues the brand’s strategy of targeting style-conscious,
media-literate young people,’ he explained.
Fork to Fork launches at 7pm on 7 November and as well as sponsoring the
programme, Seeds of Change will also sponsor the support material on
Channel 4’s website. This includes a link to the Seeds of Change
website.
James Oxley, sponsorship account manager at Channel 4 said: ’Fork to
Fork provides the perfect fit for Seeds of Change. The programme breaks
new ground by combining both gardening and cookery features.’
The company’s marketing manager Lynn Simpson said: ’The sponsorship is a
key constituent of the Seeds of Change launch strategy in the UK.’
