Negotiated by media agency Electric Glue, the multiplatform food and lifestyle partnership will urge Guardian readers to take the night off cooking at the weekend
Starting this month, the campaign will highlight the brand’s commitment to sustainability and high-quality to audiences across the Guardian’s weekend supplements and digital ‘Lifestyle’ section.
Charlie Bigham’s will sponsor a category at this year’s Observer Food Monthly Awards and a cover wrap of Observer Food Monthly, as well as receive promotion across the publisher’s events and podcasts.
Gill Green, Charlie Bigham’s marketing director, told Campaign: “We’ve always admired the Guardian and its smart, progressive, discerning readers. Their values resonate strongly with our commitment not just to great food but to sustainability. We’re really excited about taking this partnership forward.”
Guy Edmunds, the Guardian’s director of sales, added: “The Guardian has a track record of building long-lasting advertising partnerships with brands because our multimedia storytelling and high-performing formats are able to cut through and drive sales. We’re delighted to be partnering with Charlie Bigham’s.”
Meanwhile, Electric Glue chief executive Pippa Glucklich commented: “Pleased to have played a part in securing this terrific opportunity for Charlie Bigham’s. Our unique ‘Fewer, bigger, better’ business philosophy is based on forging strong relationships with a select group of top quality media partners – and this fits the model perfectly.”