Channel 4 Sales has announced five winners from its B Corp competition.
The winners are: wellness brand Ancient + Brave, confectionery business Divine, sustainable cleaning products company Seep, ticketing platform Ticket Tailor and craft brewery Tiny Rebel.
Each wins £120,000 of airtime to be able to leverage TV’s broad reach for the first time.
The ads will be shown in Q3 in a special ad break takeover during one of Channel 4’s primetime shows. They will also appear on the broadcaster’s streaming platforms.
In addition, the winners will receive masterclasses from experts to help grow their business.
The masterclasses will also be available to the runners-up. They are: ice-cream company Marshfield Farm, instant-coffee brand Presto, candle-maker St Eval and cat-food business Untamed.
From 200 applicants, the nine shortlisted businesses presented the creative vision of their ad and what being a B Corp means to them to a panel of judges at Channel 4’s Horseferry Road headquarters.
Sam Hicks, Channel 4’s head of sales strategy, chaired the judging process.
The other judges comprised leaders from the Advertising Association, B Lab UK, Channel 4, Quiet Storm, Sonder and Thinkbox. The Media Leader was also a judge.
Highlighting the quality of all the entries, Ewan Douglas, head of sales, nations and regions, and business development at Channel 4 Sales, said: “All the businesses who were shortlisted should be very proud of their final-stage pitches.”
He continued: “The winning pitches stood out for the judges, having successfully showcased how TV will supercharge their marketing plans — amplified in the storytelling of their products, the creative execution of the ad itself and the positive role of their business in their own communities and wider world.
“We’re thrilled to support business as a force for good and open up TV advertising to companies of all sizes.”
Ros Holley, director of communications and marketing at B Lab UK, added: “The finalists brought so much creativity into the judging sessions — a true reflection of the passion and energy that defines the B Corp movement. Every B Corp brought a unique vision to the table.”
