Channel 4 has formed an exclusive collaboration with seven brands to help combat the ongoing cost-of-living crisis in a, which will run during Steph’s Packed Lunch and Gogglebox on Friday 7th October.
The bespoke ad break will feature ads from Boots, Co-Op, giffgaff, Go.Compare, Lidl, Nationwide Building Society and Vodafone, who are providing offers to help viewers save money or services to help support viewers and communities during the cost-of-living crisis.
The ad break begins with a short introduction from Channel 4 explaining to viewers that there will be a special ad break of organisations that are trying to do something to help during the cost-of-living crisis.
Following this, each participating brand’s ad will air one after the other, concluding with an outro directing viewers to a specially created Channel 4 website offering further information and support.
Martin McAllister, Creative Leader, Channel 4 said: “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."
The unique partnership was brokered by 4Sales and Carat (Co-op and Vodafone), Havas (giffgaff) and Hearts & Science (Go.Compare), along with Wavemaker (Nationwide Building Society), OMD (Lidl) and Mediacom (Boots).
The idea for the ad break was developed by the 4Sales Creative Hub.
What the brands say…
Alexa Ponking, Head of Brand & Advertising at giffgaff, said: “We’ve always taken a stand on the issues our members care about most, and whilst many other everyday costs continue to rise, we’re giving the peace of mind that giffgaff phone bills won’t increase. We’re proud to be included in this bespoke ad break, and to offer our fixed UK prices to new and existing members until the end of 2023.”
Paul Rogers, Director of Brand at Go.Compare said: “The cost-of-living crisis is having such an impact on people all over the country and we are very proud to have been selected by Channel 4 for this one-of-a-kind ad break. Encouraging people to compare products, shop around for a better deal and switch is at the heart of everything we do at Go.Compare and we’re very honoured to be involved.”
A Lidl spokesperson said: "As a business, it has always been our firm belief that no one should have to pay a premium for good, quality food. This belief is at the core of everything we do, whether that’s keeping prices low or making our offer as accessible as possible through the opening of new stores. As households navigate the increasing cost of living, it is our absolute promise that we will continue to offer them the best value in the market.”
Mark Brayton, Marketing & Communications Director, Nationwide Building Society, said: "We understand and appreciate the challenges many of our members are facing regarding cost of living, so we’re proud to have been selected to take part in this special advertisement break. Our dedicated cost of living hotline continues to offer valuable support for members who really need it. It’s great to be able to show this alongside other like-minded brands, during such challenging times."
Mel Matson, Customer Communications Director, Co-op said: “As we face into 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 supports 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. We’re committed to building stronger and more resilient communities alongside providing great value for our customers with lower prices and great deals and supporting our members with exclusive discounts and offers. We thank all our members who are helping us to raise funds that lift up their community.”