Channel 4 has today announced Crosta & Mollica as its sponsor of ‘Channel 4 Food’ in the Italian food brand’s first ever national TV campaign which also marks its first sponsorship deal with the public service broadcaster.

The campaign, which launches on 8th July 2023, includes sponsorship of the ‘Channel 4 Food’ programme strand across Channel 4’s streaming and linear platforms, as well as the ‘Cooking Inspirations’ strand on W which features the brand-new series of MasterChef Australia.

And in another first, the package will incorporate all Come Dine With Me content, including sponsorship of the viewer-favourite show on Channel 4’s social platforms in addition to the wide selection of the very best new and iconic culinary programmes across Channel 4.

The sponsorship features new idents created by Milan-based creative agency, Auge, consisting of different scenes in beautiful Italian settings, depicting friends and family members enjoying Crosta & Mollica’s selection of premium Italian foods including pizza, aperitivo snacks and gelato.

Rupinder Downie, Sponsorship and Commercial Partnerships Leader at Channel 4 said: “Our partnership with Crosta & Mollica is a fantastic example of how Channel 4 can help brands reach highly targeted and engaged audiences. The rarely available ‘Channel 4 Food’ strand and W’s ‘Cooking Inspirations’ offer a fantastic selection of mouth-watering content, perfectly complementing Crosta & Mollica’s delicious range of authentic Italian food. We’re delighted to welcome Crosta & Mollica as our new sponsors.”

Dean Lavender, Head of Marketing at Crosta & Mollica said: “We are delighted to announce our partnership with Channel 4 Food, marking an exciting new chapter for Crosta & Mollica with our first-ever TV sponsorship. Channel 4’s platform will allow us to connect with over 18m foodies across the UK, by showcasing our passion for bringing people together with delicious Italian food wrapped in the highly distinctive Crosta & Mollica striped packaging.”

Crosta & Mollica’s sponsorship of ‘Channel 4 Food’ and ‘Cooking Inspirations’ on W was brokered by Channel 4’s award-winning commercial arm, 4Sales.