B Corp businesses to feature in special ad break takeover following competition win

Five B Corps will today make their TV advertising debut, after winning Channel 4 Sales’ B Corp competition, run in partnership with B Lab UK - the non-profit behind the UK B Corp movement - to spotlight sustainable businesses.

The businesses were narrowed down from over 200 applicants, with each winning free airtime to build understanding of what it means to be a B Corp in the UK, and benefit from the transformative power of TV advertising.

Adverts from Ancient + Brave, Divine Chocolate, Seep, Ticket Tailor and Tiny Rebel Brewery will premiere together in a specially crafted slot tonight at 21:15 during Taskmaster on Channel 4, leveraging the programme’s national reach.

The ad slot begins with a voiceover detailing the goal of the partnership with B Lab – to ‘celebrate businesses that believe in doing better for people and the planet’ – before explaining what a B Corp is to viewers. Between each advert, B Corp values are listed, including helping to protect the environment, equality, putting customers first, and creating social change. 

The ads will also appear on Channel 4’s streaming platforms, during shows such as Married At First Sight, Gogglebox, and The Inheritance, with placements chosen to help each business reach its target audience.

The details of each ad are as follows:

• ‘Generations of Bravery’, the advert from mission-driven wellness brand Ancient + Brave, is written by Elvis and created by Heads Up Productions. It takes viewers on a journey through time, depicting moments when women have bravely shaped history. 
   
• ‘Made to Matter’, the advert from the first farmer co-owned Fairtrade chocolate brand, Divine Chocolate, is created by Wildish & Co. It celebrates everyone involved in creating a bar of Divine chocolate, ‘woven with lives and landscapes.’
   
• ‘The Sponge Problem’, the advert from sustainable, everyday essential product company Seep is made by JMS Group. It features Deborah Meaden explaining the effects of plastic-containing sponges on the environment and our bodies. 
   
• ‘Peace and Pillow Fights’, the advert from simple and affordable ticketing platform Ticket Tailor, is created by OCD. Shots switch between a calm woman who has used Ticket Tailor for her event — a comedic Over 90’s Pillow Fight — and the pillow fight taking place. 
   
• ‘Choose Life’, the advert from Tiny Rebel Brewery, an award-winning brewery from Newport, is an in-house production shot in Cardiff. It features the brewery’s two founders, with a cast made up of friends and family, and highlights the many positive reasons to choose Tiny Rebel’s beer.

Sam Hicks, Head of Advertiser Strategy at Channel 4, and chair of the competition’s judging panel, said:   

“It’s been absolute pleasure to be part of our B Corp competition and see the winning businesses’ transform their creative vision for their adverts into incredible executions. 

“Watching these ads go live is a real milestone - not just for the businesses involved, but for what it represents: purposeful brands stepping into the spotlight and using the power of TV to connect with new audiences. We’re proud to support sustainable businesses at Channel 4 and encourage business for good.”

Ros Holley, Director of Communications & Marketing, at B Lab UK, said:  

“It’s been wonderful to watch these adverts come to life thanks to the passion and creativity of our finalists with the help of Channel 4. These B Corps represent a new generation of purposeful businesses across the UK, showing that business can be a force for good and that this can take many shapes. We look forward to seeing the reaction from viewers as they see these adverts on screen, and congratulate all of our finalists for their dedication throughout the process.”

The competition forms part of Channel 4 Sales’ Business For Good initiatives, which also includes Black in Business and The Diversity in Advertising Award. 

As part of the team’s ongoing commitment to sustainability, Channel 4 Sales will measure the emissions of the B Corp ad campaigns, following its announcement earlier this month that it’s emissions measurement offering has been extended to linear TV.