Supermarket chain Sainsbury's has teamed with Channel 4 to create a new daytime format called What's Cooking? From Sainsbury's Kitchen.
The programme, commissioned by Dominic Bird, head of formats for Channel 4, will be presented by Ben Shephard and Lisa Faulkner each weekday lunchtime from mid February, with funding and product placement by Sainsbury's.
Celebrity guests and chefs will feature in the programme that will be broadcast from a 'purpose-built interactive studio' within a Sainsbury's store that will see the presenters interact with the television audience through Twitter and Facebook.
Recipes featuring Sainsbury's products will be cooked during the broadcast, with information then placed on a tie-in website through online instructional videos.
POS activity will also run within Sainsbury's stores.
Sarah Warby, marketing director for Sainsbury’s, said; “What’s Cooking? From the Sainsbury’s Kitchen is an engaging, fresh format for a cookery show and we are very excited to be involved in such an innovative programme. We’re delighted to partner with Channel 4 and to be able to talk to our customers in a different way, bringing to life the ways in which Sainsbury’s can help people live well for less.”
The partnership was negotiated by Omnicom branded content agency Drum.