Channel 4 and Sainsbury’s launch festive branded entertainment series with Chris Ramsey

Channel 4 has joined forces with Sainsbury’s to bring viewers some festive cheer in a brand-new entertainment series, Chris Ramsey’s Alternative Christmas Guide. Hosted by British comedian Chris Ramsey, the show is all about embracing the joy of throwing a Christmas party, with minimal effort, whoever the guests happen to be… 

Across three episodes, Chris takes on the ultimate festive challenge hosting three big Christmas get-togethers. From prepping canapés to decking the halls and keeping guests entertained, he’s on a mission to prove that anyone can throw a proper Christmas bash without the stress. Expect laughter, a few mishaps, and plenty of festive spirit along the way!

Produced by Birmingham-based Acclaimed Content, full episodes Chris Ramsey’s Alternative Christmas Guide will be available to stream on Channel 4 from 15 December with the episodes available on YouTube from 1st December. In addition, series highlights will also be shared on Channel 4’s Instagram, Facebook, and TikTok, and there will be a promotional TVC for the series that will be boxset on Channel 4 later on in the month.

This deal was led by creative agency DRUM and agency PHD and Sainsbury’s media agency PHD. 

Emma Hopkins, Partner Lab Leader at Channel 4 said: “With the holiday season just around the corner, we’re excited to partner up with Sainsbury’s on their seasonal campaign. The format is festive, cheeky, and uses a comedian rather than a chef, all aligning with Channel 4’s Altogether Different style. By creating content that will sit on Channel 4’s social platforms, be available to stream, and has a contextual advert on linear, the brand can reach new audiences wherever they choose to watch.”  

Stephen Parnell, Digital Commissioning Executive, Channel 4 said: “Chris Ramsey’s Alternative Guide to Christmas answers the age-old question: ‘What if a normal(ish) bloke hosted a Christmas lifestyle show?’ With Chris Ramsey leading the festivities, we’re proving that anyone can channel their inner host this season. Whether you’re inviting friends, colleagues, or even the cast of your local panto, you can throw an unforgettable Christmas party - no expertise required. All it takes is a few oven-ready bits, some nice people to feed, and, in Chris’ case, the magic of a full art department…” 

Stephen Bowes, Head of Brand Communications, Sainsbury’s said: “We know that Christmas is about bringing people together- whether you’re hosting a big gathering, finding thoughtful gifts, or preparing for the big day itself. This show is about demonstrating that every festive occasion can be easy and delicious, so you can spend less time worrying and more time enjoying the celebrations - even when those unexpected guests arrive!”

Anton Inwood, Executive Producer, Acclaimed Content said: 

“With Chris Ramsey at the helm and a world-class creative team behind the scenes, this Christmas series demonstrates what a small independent company with big ambitions can achieve. We’ve transformed a branded digital idea into a premium festive series, seamlessly combining storytelling and brand messaging, while delivering commercial-level production values with an editorial-first approach. Huge thanks to Channel 4 for giving us this opportunity and believing in a dynamic regional Indie with a big vision.”

Jenni Hill, Associate Creative Director, DRUM said: “When Sainsbury’s came to us and asked how to get on tables (both big and buffet) this Christmas, we looked to the sofa. Telly is such a key part of the season, so we wanted to put a new spin on the Festive Special to show how Taste the Difference is low effort, high reward. Working with Channel 4, Chris Ramsey, and clients who embraced the alternative approach has created a series of presents we would happily put under any tree this year. [CC1] Plus, I got to meet Santa too which was nice - I’ve asked for more briefs like this.” 

This is the latest deal from Channel 4’s Partner Lab, a new in-house creative partnerships team built to help brands stand out. This series builds on the team’s slate that includes branded entertainment series Filtered Interiors with Wayfair, and observational documentary Cancer Detectives: Finding the Cures. 

Credits

• Digital Commissioning Executive: Stephen Parnell, Channel 4
• Partnerships Senior Lead:  Catherine Handley
• Partnerships Manager: Yasmin Burfitt
• Production Lead: Lowri Jones, Channel 4 
• Production Manager: Isabel Hayman-Brown, Channel 4
• Producer: Acclaimed Content
• Executive Producer: Anton Inwood 
• Creative Agency: DRUM
• Media Agency: PHD
• Client: Sainsbury’s 

About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.

Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market. 

From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests £10m in training, development and learning opportunities annually. 

Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.

https://www.channel4.com