Channel 4’s commercial arm, Channel 4 Sales has announced the return of its B Corp competition offering five more sustainable businesses the opportunity to win free TV advertising airtime.
The competition returns for a second year in partnership with B Lab UK and is open to certified UK B Corporations.
It will offer £600,000 worth of Channel 4 advertising airtime to promote the five winners and the wider B Corp movement to a national audience.
Last years’ winners included: wellness brand Ancient + Brave, confectionery business Divine, sustainable cleaning products company Seep, ticketing platform Ticket Tailor and craft brewery Tiny Rebel.
Each won £120,000 of airtime and were able to leverage TV’s broad reach for the first time.
Last year’s competition demonstrated how TV advertising’s role in boosting awareness of B Corp and the winning businesses each saw increased traffic and growth as a result.
The 2025 ads debuted in a special ad-break takeover during Taskmaster as well as appearing in bespoke placements on Channel 4 streaming.
B Corp agency, Sonder, showed that across the campaign, 88% of exposed viewers reported an improved opinion of B Corp brands.
A further 85% said after watching the ad break, they were more likely to consider purchasing from a B Corp brand.
Seep saw a 112% uplift in branded search impressions, 70% year-on-year revenue growth, and a 75% year-on-year increase in new customers.
Ticket Tailor also saw promising results: website traffic peaked during and after the campaign, direct traffic was up 38% year-on-year, and search traffic was up 43% year-on-year.
Sustainability lead at Channel 4 Sales, Tom Patterson, said: “We’re so excited to bring our B Corp competition back for a second year and build on the brilliant momentum from year one.
“TV has a unique superpower: helping small and medium‑sized businesses punch above their weight and reach audiences they’d never normally get in front of.
“B Corps have authentic stories worth shouting about — and Channel 4 loves nothing more than telling stories that spark change.
“There are incredible purpose‑driven brands nationwide, and this opens the door for more of them to grow bigger.
“We’d love B Corps across the UK to apply.”
Applications for the competition open today, with further information on the eligibility criteria available here.
Rosalind Holley, director of communications and marketing, B Lab UK, said: “Last year’s competition marked a significant milestone for the UK B Corp community, empowering them to reach new audiences and drive awareness of a new generation of businesses across the country.”
The B Corp initiative is part of Channel 4 Sales’ aim and commitment to use the power of advertising to support positive social and environmental change, alongside wider Business for Good initiatives, including Black in Business and Diversity in Advertising Award.
As part of its commitment to sustainability, Channel 4 Sales will again measure the emissions of ad campaigns on both streaming and linear platforms through its emissions measurement offering.
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