the home of food ”one of the world's greatest food festivals” (time magazine on taste of...

The Home of Food

The Home of Food ”One of the World's greatest food festivals” (Time Magazine on Taste of London) – Established in 2004 as Taste of London

– Since November 2006 a joint venture between Channel 4 and Brand Events

– 4 day festivals in major cities with Michelin starred restaurants and the UK’s finest chefs

– Attracting upmarket, young and aspirational consumers

– Part of an international franchise with similar events in Dubai, Johannesburg and Sydney

The Home of Food

What is a Taste Festival?

– Premium consumer events

– Host city’s most acclaimed restaurants and celebrated chefs

– Entertainment including Channel 4 talent, chef masterclasses and live music

– Speciality food and drink retailers

– Fun social outdoor occasion

The Home of Food

The Home of Food

Where is a Taste Festival?

– In 2009 there will be Taste Festivals taking place in

• London – Regents Park– 18th-21st June

• Edinburgh– The Meadows– 28th – 31st May

• Birmingham– Cannon Park

– 9th – 12th July

The Home of Food

Why is Channel 4 involved?

– Channel 4: a leading voice in food on air, online and now face-to-face with our customers at Taste Festivals

– Growing interest in live events and their capacity to deliver direct contact with consumers

– Edinburgh and London deliver 70,000 directly relevant AB 25-45 adults to Channel 4

– Editorial and advertising promotion around relevant food programming and on channel4.com/food provides us with an unrivalled marketing platform to promote Taste Festivals

The Home of Food

– Opportunity to activate and build upon an existing food programme sponsorship.

– Advertisers focussing on food as a genre in their comms can interact face to face with their key target audience at Taste

– Advertisers who want to target an upmarket, young urban audience

– Variety of ways to get involved in Taste Festivals:

• Event title and feature sponsorship opportunities

• Partnering with C4’s talent led participation (Edinburgh & London)

• Bespoke onsite features designed to reflect a specific brands proposition

• Joint promotional and integrated marketing campaign opportunities

Building a relationship with a premium audience

The Home of Food