From today (19 January), ten-second idents will mention the brand around the channel’s more popular programmes, such as Heston’s Great British Food, The Great British Bake Off and The Hairy Bikers Asian Adventure.
The idents depict how budding chefs and food fans alike can cook the Italian way by using a range of Galbani cheeses with other cheeses.
Lactalis, the dairy giant which also makes Munch Bunch and Sky yoghurts, consolidated its £100 million pan-European media account into ZenithOptimedia in 2009.
The sponsorship, brokered by Channel 4 Sales, represents an average of 30 hours of programming each week across the channel’s daytime schedule.
Channel 4 manages UKTV’s ad sales as part of a ten-year agreement that began in 2010.
UKTV, an independent joint venture between BBC Worldwide and Scripps Network Interactive, has increased its viewing share by 30 per cent since 2010.
Over the recent festive period, UKTV grew its commercial share to an all-time high and over the festive period saw its share of commercial impacts (Soci) pull marginall ahead of rival networks Channel 5 and Sky.