Taylors of Harrogate Becomes New Sponsor for Channel 4's 'Sunday Brunch'

Channel 4 Sales has landed a new partner for the Channel 4 weekly light entertainment format Sunday Brunch, with the Yorkshire-based coffee brand Taylors of Harrogate becoming the show’s new sponsor.

The long-term deal will commence from Sunday 6 April, lasting until October 2026. As sponsors of the show, Taylors idents will run during the weekly episodes, with other elements of a multi-touchpoint deal including in-show segments, product placement and personalised recipes working together to drive awareness of the partnership to viewers.

The idents spotlight the family values which are integral to Taylors of Harrogate as a family owned business. Encouraging viewers to enjoy Taylors coffee to help get through their Sunday morning, each ident starts off with a family getting ready to enjoy their brunch, when Taylors employees suddenly enter, offering a helping hand to make sure they are set for the day. The camera then pulls out to reveal they're actually in the Taylors factory to the sentiment of 'from our family to yours’.

Alongside the idents, the sponsorship will also see product placement for Taylors of Harrogate within Sunday Brunch content. As part of the product placement, aside from natural setting of products from Taylors of Harrogate in the studio, viewers will be delighted by a brand-new segment created purely for Taylors of Harrogate entitled 'Coffee and TV'. This will showcase the best of Channel 4 content for the week ahead whilst keeping coffee at the heart with branded stings at the start and end of the segment.

Once a month, Sunday Brunch chef host Simon Rimmer, will prepare a bespoke food recipe which features a different Taylors blend as a main ingredient. Branded props including a Sunday Brunch x Taylors of Harrogate coffee mug and placement of Taylors coffee range will also be present on set during episodes.

The sponsorship was developed in collaboration with Channel 4, DSP, and media agency Goodstuff, with the sponsorship idents created by creative agency Lucky Generals.

Rupinder Downie, content solutions leader, Channel 4 said, “This partnership brings Taylors of Harrogate directly into the Sunday Brunch world with Channel 4’s audience always eager to try new products and recipes. These unique elements once again demonstrate our track record of integrating the brands we work with though sponsorship and product placement with proven results demonstrating that product placement positively shifts how viewers engage with brands!”

Jack Scott-Paul, Taylors senior brand manager, said, “We’re thrilled to join the Sunday Brunch ‘family’ as a chosen partner. As a brand, we pride ourselves on making coffee of the highest quality, and to team up with a show that’s so synonymous with great food and drink is a real pleasure for us. It takes a whole lot of fantastic people to make Taylors coffee, so with this partnership, we hope to further bring to life the extra care and attention that goes into each cup of Taylors thanks to our family values and more than a century’s worth of experience in sourcing, blending and roasting high-quality coffee. Our hope is that viewers will enjoy their Sunday Brunch experience even more along with a Taylors coffee.”

Tash Mays, head of partnerships at Goodstuff said “We are absolutely delighted to have secured the sponsorship of Sunday Brunch on behalf of Taylors of Harrogate given the natural synergy between the two brands. The scope for brand integration across a range of touchpoints allows us to work in true partnership with Channel 4 to bring Taylors coffee to viewers at home”.

Chris Holdom, head of commercial partnerships at Banijay UK, said, “We’re absolutely thrilled to have Taylors of Harrogate join the Sunday Brunch family. It’s a brilliant brand fit and a great example of how our show continues to offer an exciting, premium platform for partners to connect with a loyal and lifestyle-savvy audience.”