The Home of
Food
The Home of
Food
”One of the World's greatest food festivals”
(Time Magazine on Taste of
London)
– Established in 2004 as Taste of London
– Since November 2006 a joint venture between Channel
4 and Brand Events
– 4 day festivals in major cities with Michelin starred
restaurants and the UK’s finest chefs
– Attracting upmarket, young and aspirational consumers
– Part of an international franchise with similar events in
Dubai, Johannesburg and Sydney
The Home of
Food
What is a Taste Festival?
– Premium consumer events
– Host city’s most acclaimed restaurants and celebrated chefs
– Entertainment including Channel 4 talent, chef masterclasses
and live music
– Speciality food and drink retailers
– Fun social outdoor occasion
The Home of
Food
The Home of
Food
Where is a Taste Festival?
– In 2009 there will be Taste Festivals taking place in
• London
– Regents Park
– 18th-21st June
• Edinburgh
– The Meadows
– 28th – 31st May
• Birmingham
– Cannon Park
– 9th – 12th July
The Home of
Food
Why is Channel 4 involved?
– Channel 4: a leading voice in food on air, online and now face-toface with our customers at Taste Festivals
– Growing interest in live events and their capacity to deliver direct
contact with consumers
– Edinburgh and London deliver 70,000 directly relevant AB 25-45
adults to Channel 4
– Editorial and advertising promotion around relevant food
programming and on channel4.com/food provides us with an
unrivalled marketing platform to promote Taste Festivals
The Home of
Food
Building a relationship with a premium audience
– Opportunity to activate and build upon an existing food
programme sponsorship.
– Advertisers focussing on food as a genre in their comms can
interact face to face with their key target audience at Taste
– Advertisers who want to target an upmarket, young urban
audience
– Variety of ways to get involved in Taste Festivals:
• Event title and feature sponsorship opportunities
• Partnering with C4’s talent led participation (Edinburgh & London)
• Bespoke onsite features designed to reflect a specific brands
proposition
The Home of
Food