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Electric Glue brokers Friday Nights on 4 sponsorship for Onken with Channel 4 


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On December 31, leading dairy brand Onken will kick off a sponsorship with Friday Nights on 4 - the bespoke deal is brokered by Electric Glue, and will run for a year exclusively with Channel 4.

Electric Glue won Onken in November following a competitive pitch held by Emmi Group, the Swiss-based dairy giant. This is the first campaign to launch since the win and throughout 2022 the partnership will encompass video-on-demand (VOD) inventory and other innovative formats. Channel 4 has over 25 million registered viewers of its streaming services, including 75% of 16 - 34 years olds in the UK.

The sponsorship idents feature Onken eater Alan and his talking cat, Reginald, who first appeared in a 2019 TV campaign with the “Feed Your Inner Happiness” theme. The latest campaign promotes Onken Fruited Big Pots and continues to reflect the inner happiness an owner feels when a pet cat finally shows some appreciation.

Head of Marketing at Emmi UK, Laura Graham, said: “This is such an exciting partnership for Onken, as our number one selling Fruited Big Pots will be included in the Friday night to weekend moment – encouraging fresher, healthier indulgence at the end of the week. Over the past 18 months we’ve seen Brits looking for indulgent but healthy snack options – this partnership encourages that, with a big dollop of fun thrown in too.”

Pippa Glucklich, CEO, Electric Glue said: “We are thrilled to announce Onken’s new sponsorship with Friday Nights on 4. It is a varied and innovative campaign, but underpinned by the perfect partnership of Onken and Channel 4. We can’t wait to see the results that this will bring.”

Onken is owned by Emmi Group, famous for premium dairy products such as Emmi CAFFĒ LATTE and headquartered in Switzerland. Electric Glue is responsible for the UK media planning and buying for CAFFĒ LATTE and Onken.


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