Channel 4 Sales awards TV advertising airtime to its B Corp competition winners

Channel 4 Sales has announced today the winners of its B Corp competition, rewarding five B Corp businesses with a share of TV advertising airtime.

The competition, in partnership with B Lab UK, is now in its second year and looks to fuel positive consumer behaviour change.

The winners are:

• SURI – a purpose-led oral care brand challenging a disposable category with premium electric toothbrushes designed for life.
• Holy Moly Dips Ltd – a natural food brand best known for fresh avocado products.
• Klyk – an IT company that is on a mission to end waste in business IT.
• Faith In Nature – creators of natural, plant based personal care, founded in 1974, with a long-standing commitment to sustainability and nature, including appointing Nature to its board of directors.
• TOTM – a period‑care brand producing organic cotton pads, tampons and cups.

Ros Holley, director of marketing and communications at B Lab UK, said: “Watching the finalists pitch was an incredible reminder of the raw energy and original thinking driving the B Corp community today.

“Every single business showed up with a unique story to tell, collectively redefining what responsible business looks like in the UK.”

The businesses were selected from a shortlist of ten finalists. Each was tasked with pitching the creative vision for its advert and demonstrated how TV advertising could help them scale further, alongside what being a B Corp means to them.

The TV advertising airtime is worth £600,000 and kicks off with a special primetime linear ad-break takeover later this year. It will showcase each business alongside educational messaging about the B Corp movement to a national audience.

Each winner will also benefit from bespoke ad placements across Channel 4 Streaming, helping them reach their target audiences and accelerate the growth of their purpose-driven businesses.

The judging panel was made up of eight professionals from across Channel 4, B Lab UK, and B Corp-certified businesses, including The Media Leader‘s content director, James Longhurst.

Longhurst said: “As part of a B Corp ourselves, it was fantastic to take some time out of the office, judging alongside other certified B Corps, and to see the amazing work these businesses have been doing. The standard was phenomenal in terms of business achievements, creative ideas and media plans. I can’t wait to see the ads live and in the wild.”

Tom Patterson, sustainability lead at Channel 4 Sales, said: “We were blown away by this year’s shortlist – the creativity, the ambition, the sheer quality of ideas on show. Each business brought the B Corp spirit to life in a way that felt fresh and genuinely exciting.

“What stood out most wasn’t just the ideas, but how clearly they got the power of TV – to reach new audiences, fuel growth, and help make more sustainable choices feel like easy ones.”

The B Corp initiative forms part of Channel 4 Sales’ ongoing commitment to using the power of advertising to support positive social and environmental change, alongside wider Businesses for Good initiatives including Black in Business and the Diversity in Advertising Award.

Last year’s competition, which was won by Ancient + Brave, Divine Chocolate, Seep, Ticket Tailor, and Tiny Rebel, demonstrated how TV can help increase the understanding of what it means to be a B Corp, with research from Sonder showing 88% of viewers reported an improved opinion of B Corps and 85% said they were more likely to consider purchasing from a B Corp.

Channel 4 Sales announces shortlist for B Corp competition