Channel 4 partners seven brands for cost-of-living crisis ad break campaign

Channel 4 has partnered with seven brands to run takeover ad breaks to help consumers tackle the cost-of-living crisis.

Running today (7 October), the bespoke ad break features spots from Boots, Co-op (see video below), Giffgaff, Go.Compare, Lidl, Nationwide Building Society and Vodafone. 

The media agencies that helped broker the campaign with 4Sales are Mediacom (Boots), Carat (Co-op and Vodafone), Havas (Giffgaff), Hearts & Science (Go.Compare), Wavemaker (Nationwide Building Society) and OMD (Lidl).

It is not the first time Channel 4 has corralled brands into running ad takeovers for social causes.

In 2020, supermarket brands came together to rally support for Sainsbury’s after its Christmas ad was targeted with racial abuse. The broadcaster ran another ad break takeover campaign featuring seven advertisers that year in support of Black History Month.

Last year, more than 60 brands signed up to take part in its Black To Front Channel 4 takeover of programming and advertising. The campaign won several industry awards and helped 4Sales win the Media Week Awards 2021 Sales Team of the Year.

The ad break will run during Steph’s Packed Lunch and Gogglebox and begin with an introduction from Channel 4 explaining that brands would like to help viewers during the cost-of-living crisis.

Each participating brand’s ad will then run throughout the break, concluding with an outro that directs viewers to a Channel 4 website offering further information and support. 

The creative provides viewers with money saving offers and services to help them during the crisis.

“We are really proud of this campaign which brings together some of our advertisers who have initiatives to help during these tough times. In doing so, we hope to achieve more prominence for the support they are offering audiences,” Channel 4 creative leader Martin McAllister said.

Mel Matson, the customer communications director of Co-op, added: “As we face a cost-of-living crisis we are determined to help our members, customers and communities, so we are proud to be able to take part in this ad break special.

"When shopping at Co-op, our members support thousands of local causes across the UK and partnerships with Hubbub Community Fridges and Your Local Pantry which can be a vital lifeline to many people.”

This article first appeared in Campaign, on 07/11/22