Channel 4 developed a bespoke ident that allowed Tropicana to leverage our well loved food site channel4.com/food in the commercial ad break. A 30 second spot that uses footage from Tropicana’s current advertising campaign drives viewers online to channel4.com/tropicana for their chance to win a very special VIP pass to Channel 4’s Taste festivals in London and Edinburgh. 700 lucky winners will get early access to the events on one day and will also get to watch an exclusive breakfast masterclass with one of Channel 4’s TV chefs.
The bespoke Tropicana microsite also gives viewers plenty of foodie inspiration with the very first clips content lounge, featuring breakfasts from the likes of Gordon Ramsay and Jamie Oliver, and an interactive map with recommendations for top places to have breakfast in 6 UK cities.
Additional channel4.com/food branded advertising will run across all relevant areas of channel4.com. The TV ad launched in Heston’s Feast on 3rd March and will continue to run in food programming on Channel 4 and More 4 for 2 months. Phase two will then commence with a special dining experience theme taking over from breakfast.
Check out our video case study for more details.
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