Channel 4 has named Italian food brand Crosta & Mollica as the new sponsor for the ‘Channel 4 Food’ programming strand this summer.
Marking the Italian firm’s first-ever TV sponsorship deal, Crosta & Mollica will now sponsor food-based programming across Channel 4’s linear and streaming platforms, including flagship show Come Dine With Me.
The deal will also include the ‘Cooking inspirations’ strand across freeview channel W’s programming, which will include the brand new series of Masterchef Australia.
“Our partnership with Crosta & Mollica is a fantastic example of how Channel 4 can help brands reach highly targeted and engaged audiences,” Channel 4 sponsorship and commercial partnerships leader, Rupinder Downie, said.
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“The rarely available ‘Channel 4 Food’ strand and W’s ‘Cooking Inspirations’ offer a fantastic selection of mouth-watering content, perfectly complementing Crosta & Mollica’s delicious range of authentic Italian food. We’re delighted to welcome Crosta & Mollica as our new sponsors.”
Creative by Milan-based agency Auge, the series will depict beautiful snapshots of Italian life, featuring family and friends enjoying Crosta & Mollica’s various dishes.
Crosta & Mollica head of marketing Dean Lavender added: “Channel 4’s platform will allow us to connect with over 18m foodies across the UK, by showcasing our passion for bringing people together with delicious Italian food wrapped in the highly distinctive Crosta & Mollica striped packaging.”
