Last month Channel 4 Sales revealed the five B Corps who have won free advertising airtime, as part of its competition with B Lab UK — the non-profit behind the UK B Corp movement — spotlighting sustainable businesses and showcasing the transformative power of TV advertising.
Narrowed down from over 200 applicants, nine businesses pitched to a panel of expert judges, presenting their creative vision for their advert and explaining the significance of being a B Corp to them.
The five winners will win airtime worth £120,000 each and, as a result of featuring in TV advertising for the first time, will be able to leverage its national reach and build understanding of what it means to be a B Corp.
The winners are:
- Ancient + Brave, a mission-driven wellness brand that blends impactful botanicals, intelligent nootropics, and functional ingredients.
- Divine Chocolate, launched by a group of cocoa farmers in Ghana who voted to set up their own chocolate company. Divine is the first farmer-owned Fairtrade chocolate brand.
- Seep, creating sustainable everyday essential products to help create a cleaner home and planet.
- Ticket Tailor, a ticketing platform that allows you to sell tickets online simply and affordably.
- Tiny Rebel Brewery, an award-winning brewery from Newport, South Wales founded in 2012.
Along with the runners-up, they will also gain access to a series of expert masterclasses to help their businesses grow.
Ewan Douglas, Head of Sales Nations & Regions & Business Development, at Channel 4 Sales, said:
“The quality of entries for our B Corp competition has been off the scale, and all the businesses who were shortlisted should be very proud of their final stage pitches.
“The winning pitches stood out for the judges having successfully showcased how TV will supercharge their marketing plans – amplified in the storytelling of their products, the creative execution of the ad itself, and the positive role of their business in their own communities and wider world. We’re thrilled to support business as a force for good, and open up TV advertising to companies of all sizes.”
Ros Holley, Director of Communications & Marketing, at B Lab UK, said:
“The finalists brought so much creativity into the judging sessions – a true reflection of the passion and energy that defines the B Corp movement. Every B Corp brought a unique vision to the table, and we think this will really help to tell a compelling story of the breadth and depth of purposeful business in the UK today. Congratulations to all the winners; we’re really looking forward to seeing your final ads.”
The five adverts will air in Q3 2025, with a special ad break takeover during one of Channel 4’s popular primetime shows on linear TV, as well as free advertising across Channel 4’s streaming platforms.
The judging panel was chaired by Channel 4’s Sam Hicks and was made up of industry leaders across Thinkbox, Ad Association, B Lab, Channel 4, Media Leader / Adwanted, Quiet Storm, and Sonder.
