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-to-face 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

– 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

• Joint promotional and integrated marketing campaign opportunities

Building a relationship with a premium audience

The Home of Food