Millions of people across the UK will be waking up to Plenish, as the plant-powered m*lk, juice and shots brand sponsors Channel 4 breakfast in a new deal with Channel 4 Sales.
Live from 1 August to 31 January 2025, the six-month partnership will see Plenish make its TV debut as the sponsor of Channel 4’s breakfast programming, with four idents featuring between popular sitcoms such as The Simpsons and Frasier.
Created in partnership with advertising agency, Recipe, the four humorous idents each show a different Plenish product in entertaining morning scenarios, playing on the ‘Make it a good morning’ tagline while perfectly complementing Channel 4's sitcom programming. With an estimated audience of over nine million people, the partnership marks Plenish’s first ever TV sponsorship and is the brand’s largest marketing investment to date.
Alex Petrogiannis, Marketing Director at Plenish, said: “We’re very excited to be waking up millions of Channel 4 viewers with Plenish and our range of health shots and plant-based m*lks, every morning for the next six months. This sponsorship is not just a huge milestone for the brand but also one of those rare occasions where the stars truly align: the perfect combination of media, creative, and moment of consumption.”
Rupinder Downie, Content Solutions Leader at Channel 4 Sales, said: “Our breakfast audience say they prefer to buy products from companies who sponsor TV programmes, which shows why we’re an ideal partner for breakthrough brands like Plenish.
"We are thrilled to partner with high-growth brands like Plenish at such an exciting time in their journey. This partnership will reach millions of viewers who love to kickstart their day with the right energy."
Amy O’Malley, Head of Partnerships at T&Pm, said: “We’re delighted to have been able to bring together Plenish and Channel 4, helping millions start the day right with quality breakfast-time comedy and delicious Plenish m*lks and shots. We can’t wait to see the partnership come to life on August 1st.”
Thinkbox research highlights TV as the most trusted medium when it comes to purchase decisions, giving Plenish the perfect platform to accelerate its mission to become the most trusted plant-based drinks brand. Through becoming a part of people’s daily routines, Plenish aims to instil confidence and trust in its consumers – so when you see Plenish on the label, you know it’s all good.
Each ident will bring a different product to life for viewers, from its Ginger Immunity and Mango Sunshine shots to its Almond and Oat Barista m*lks, showcasing the broad portfolio the brand offers. Live on TV from August to January, the sponsorship will cover key sales periods, including the focus on immunity in autumn and the new year’s resolution period in January.
2024 is set to be a big year for Plenish as the UK’s fastest growing plant-based and juice shots brand[1] – making its TV sponsorship debut, securing Sunday Times best-selling author and qualified nutritionist Emily English as Chief Nutrition Officer, continued product innovation and rolling out a new campaign to bridge the vitamin-knowledge gap between children and adults.
The Channel 4 sponsorship follows Plenish’s most recent campaign ‘Wake Up with Plenish’, launched earlier this year – reaching over eight million consumers with the first ever Plenish campaign to include shots, juices and m*lks – with advertising across social media, digital platforms, billboards and in-store.
Building on this momentum, the Britvic-owned brand added two new shots to its lineup in May – Beet Balance, a blend designed especially to support women’s health, and Mango Sunshine, offering 100% of the recommended intake of vitamin D in one shot. Alongside the functional benefits, both recipes are packed with cold-pressed and plant-based ingredients, capturing the natural and flavourful taste consumers love in Plenish products.
[1] NielsenIQ RMS, Total Coverage GB, Dairy Alternatives exc. RTD & Flavoured & Private Label (as defined by Britvic) valued >£500k MAT, Value Sales data MAT to 15.06.24
Notes to editors
Beet Balance contains Vitamin B6 which contributes to the regulation of hormonal activity.
For further information, please contact:
Amy Deedman, Corporate Communications Advisor
pressoffice@britvic.com
