Pinterest – an online service that allows you to share images through social networking – and Channel 4 have announced an integrated campaign which will see contextual ads appear around a range of Channel 4 programmes.
The first ads, which aired around cookery series ‘Eating Well with Hemsley + Hemsley’ last month, brought lines from the show to life during the commercial breaks with relevant ideas that can be found on Pinterest.
Pinterest’s ads will air around a range of targeted Channel 4 programming over the next six months that ‘showcases the best of British culture and serves as an ideal fit for the Pinterest brand’. ‘Made in Chelsea’ will join ‘Hemsley + Hemsley’ as one of the first programmes that will be included in the campaign.
The ads will also be replicated on All 4, appearing across food and fashion programming available to watch on Channel 4‘s digital platform.
Danny Peace, agency principal of Channel 4, said: “We’re thrilled that Pinterest decided to choose Channel 4 as the home of their first UK TV ad campaign. These contextual ads offer an innovative and engaging new way for Pinterest to reach UK audiences.”
Elie Donahue, global head of marketing at Pinterest, added: “The programming on Channel 4 captures the spirit and interests of the British audience and is a great match for the ideas that people in the UK can find on Pinterest. We’re excited to be working with Channel 4 over the coming months for a range of programming including influencers on shows who are using Pinterest to discover their own ideas.
“As Hemsley & Hemsley have already been engaging people on Pinterest over the past two years with their compelling recipe ideas and food inspiration, aligning our first TV ads with their show is a natural fit.”
Pinterest describes itself as ‘the world’s catalogue of ideas’. Launched in 2010, and based in San Francisco, more than 100 million people use Pinterest every month.
Foodie sisters Jasmine and Melissa Hemsley, who promise to ‘take healthy eating to new levels’, launched their first TV series, ‘Eating Well With Hemsley + Hemsley’, on Channel 4 last month