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Samsung Sponsors Sunday Brunch on Channel 4


Starcom brokers new partnership between Samsung and Channel 4

Samsung Sponsors Sunday Brunch on Channel 4

Samsung is the new official partner of Channel 4’s Sunday Brunch, presented by Tim Lovejoy and Simon Rimmer, starting 9:30am this Sunday, the 12th of March.

Samsung aims to promote its premium home appliances and Bespoke Home line-up through this new partnership with Channel 4. The sponsorship bumpers will be shown during the programme breaks to show off the full range of Samsung appliances, from Dual Cook ovens to the Jet vacuum range.

The sponsorship will last for 12 months and includes product placement which will also see the whole Sunday Brunch kitchen kitted out with top of the range Samsung products, including ovens, hob, warming drawer, microwave and an American fridge freezer. The partnership will also be promoted online and instore by Samsung’s retailer partners. 

Although the focus will be on domestic appliances, Sunday Brunch will also feature other Samsung goods on the show, such as their state-of-the-art Frame TV. Also part of the partnership, Samsung will be sponsoring one of the show’s regular editorial segments called ‘TV for Pets’.

Samsung’s media agency Starcom brokered the new partnership with 4Sales and Remarkable, the Sunday Brunch producers. Creative agency, Exposure, has produced the sponsorship idents. 

Gino Grossi, head of brand marketing for home appliances at Samsung Electronics Co., Ltd., says: “We’re so excited to be sponsoring such a highly regarded and popular programme. Every week, people across the nation will be tuning in to see mouth-watering meals being cooked using our Samsung Bespoke ovens, hob and Family Hub fridge freezer in the Sunday Brunch kitchen. This partnership will help Samsung build a strong proposition for consumers, creating desire for the full range of our premium appliances.”

Rupinder Downie, sponsorship and commercial partnerships Leader at Channel 4 says, “This well aligned partnership extends beyond sponsorship, with Sunday Brunch showcasing Samsung’s domestic products on a weekly basis as they entertain the UK. The carefully thought-out product placement not only builds brand awareness but demonstrates the products functionality for potential customers.”

Claire Toland, business director at Starcom UK says, “Everyone loves Sunday Brunch. A key staple in many UK households come the end of the week. This partnership aligns Samsung with one of Channel 4’s most loved food and entertainment programmes where consumers can get inspiration for what household items they need to buy. Having such a constant and reliable presence at a crucial time of day will ensure Samsung builds that desire to buy amongst this key audience.”

Chris Holdom, head of commercial partnerships at Banijay UK p/o Remarkable says, “We are thrilled to have Samsung on board with the show. Sunday Brunch is a jewel in the Banijay UK crown and lends itself perfectly to natural and impactful product placement. We are delighted to have such a premium, market leading brand partnering with us and look forward to developing an exciting and successful partnership campaign together.”


Agency / Creative
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Categories: Media and Entertainment, TV and Radio

Channel 4, Fri, 10 Mar 2023 15:21:52 GMT