Heinz brands comedy Channel 4 vegan cooking series

Channel 4 is launching a short-form social-first comedy series to promote Heinz plant-based products.

In Flex Kitchen, comedians Kerry Godliman (pictured), Alex Brooker, Suzi Ruffell, Lou Sanders and Phil Wang will be challenged to cook for a crowd with Heinz vegan products like Heinz Vegan Mayo and Beanz Burgerz.

The first episode was made available on Channel 4’s Comedy YouTube channel and All 4 last night.

Edits of the five-part series will air across Channel 4 and Heinz’ YouTube, Facebook, Instagram, Twitter and TikTok accounts.

Creative from the series will also go into a 30-second Heinz ad going out on All 4 and linear TV at a later date.

Matt Mill, marketing lead for Heinz Meals, said: “For over 150 years, Heinz has pioneered many products that are already naturally plant-based, from our beloved Heinz Tomato Ketchup to Heinz Beanz, to new innovations including everything from Vegan Mayo to Beanz Burgerz, and there are many more to come in 2022 and beyond.

“This new and exciting partnership with 4Studio is one we know viewers will enjoy, not only will it showcase our portfolio of plant-based products, but we hope to inspire flexitarian audiences all over.”

4Studio brokered the partnership with Heinz media agencies Carat and The Story Lab.

The series was produced by Ranga Bee and supported by creative communications agency Wonderland, and trade communications specialists The Hub.