Fosters Set to Return to Original Comedy on 4 with New Campaign

Channel 4 Sales today announces HEINEKEN owned Foster’s lager is to sponsor programming strand Original Comedy on 4, in a ground-breaking return to TV sponsorship for the Australian beer brand.

The multi-million pound, one year partnership launches on Monday 2nd February 2015 with a bespoke ‘welcome back’ spot featuring Channel 4 and Foster’s logos and which states "Now on 4 we welcome back an old mate, Fosters. Good Call!" Afterwards sponsorship idents will be seen around brand new acclaimed comedy Catastrophe.

Brokered between Channel 4 and Starcom MediaVest Group (SMG) – the partnership will be amplified beyond the traditional TV sponsorship idents to include bespoke ad breaks and branded original short form entertainment shows for Channel 4’s digital Shorts platform, which will be available later this year on the broadcaster’s new digital service All 4 - launching soon.

The initial concept for this unique partnership was conceived by SMG, Adam & Eve and the Foster’s team and was designed to break a new, fully integrated and evolving brand story that places the consumer at the heart of the action.

The sponsorship will see Foster’s idents visible around comedy programming across Channel 4, E4 and on-demand platform 4oD (soon to be All 4) including flagship shows 8 Out of 10 Cats, Alan Carr: Chatty Man and the last ever series of Peep Show plus brand new comedies Raised By Wolves and Chewing Gum.

Melanie Ball, Partnerships Account Manager, and Stella Onuorah, Partnerships Manager at Channel 4 worked with Karl Newman, Head of Sponsorship and Partnerships at LiquidThread, Starcom MediaVest Group’s branded content division, developed and agreed the deal.

Ifeoma Dozie, Brand Unit Director, Foster’s said: “The Channel 4 sponsorship provides a fantastic platform for Foster’s to reach its core target audience.  What is even more exciting is the plan we are developing with the team at C4 to use the partnership in a completely new and innovative way.  It is set to be a great year for Foster’s.” 

Rob Ramsey, Partnership Leader, Channel 4 said: “This deal will show just how creatively integrated real partnerships should and can be, from media platform to creative execution every touch point will be complementary creating a truly impactful campaign.”

Steve Parker, co-CEO Starcom MediaVest Group, said: “This is a truly integrated and creative partnership that has come about through strong collaboration between Adam & EveDDB, Channel 4, the client and ourselves. By putting the audience at the heart of the content we will build and develop the Foster’s story, across all of Channel 4’s platforms and comedy strands, marking their return to comedy with a new breed of sponsorship.” 

Mat Goff, Joint Managing Director, adam&eveDDB said: “It’s a great fit for the brand and the audience. We’re really looking forward to collaborating and creating some innovative content together.”