UKTV completes portfolio rebrand with launch of Good Food
UKTV completes its 18-month portfolio rebrand today with the launch of its final channel Good Food.
Formerly known as UKTV Food, the channel relaunches following an agreement with BBC Worldwide to license the ‘Good Food’ name.
It is UKTV’s tenth and final channel to be relaunched after an 18-month-long overhaul of the broadcaster’s entire portfolio, assisted by creative partner Red Bee Media.
In a statement, UKTV said the portfolio revamp “is the largest and most ambitious branding exercise in British broadcasting history”.
Denise Wild, lifestyle marketing manager at UKTV, said: “Developing Good Food brand identity has been a very different experience from our nine preceding rebrands.
“We had to align our new multiplatform brand with the established [BBC] Good Food one, while also ensuring our TV proposition is distinct and appealing to our current UKTV Food viewers.”
The rebranded channel aims to be more entertaining and less exclusive to “foodies” with the end line – “We have fun with food”.
UKTV is planning an off-air marketing campaign for Q4 this year to support “a raft of new commissions and acquisitions that will premiere from September.”
Red Bee Media’s creative director, Andy Bryant, said: “This final rebrand is a classic example of how we have worked with UKTV to transform ten channels into viewing destinations.
“Changing the face of UKTV has demonstrated how a distinctive and relevant brand identity is one of the more potent and effective options available to broadcasters to achieve audience and revenue growth. Our work with UKTV has already delivered real financial payback in a fiercely competitive television market place.”
UKTV’s complete rebrand started in October 2007 with UKTV G2 relaunching as Dave – ‘the home of witty banter’, which proved to be a hit with viewers.
Red Bee rebranded UKTV’s Entertainment portfolio, including Watch, Alibi and G.O.L.D a year later and then went on to relaunch the broadcaster’s Factual portfolio, Eden, Blighty and Yesterday.