Channel 4 and Sainsbury’s Unwrap Chris Ramsey’s Alternative Christmas Guide

​Channel 4 has joined forces with Sainsbury’s to bring viewers some festive cheer in a brand-new entertainment series, Chris Ramsey’s Alternative Christmas Guide. Hosted by British comedian Chris Ramsey, the show is all about embracing the joy of throwing a Christmas party, with minimal effort, whoever the guests happen to be…

Across three episodes, Chris takes on the ultimate festive challenge hosting three big Christmas get-togethers. From prepping canapés to decking the halls and keeping guests entertained, he’s on a mission to prove that anyone can throw a proper Christmas bash without the stress. Expect laughter, a few mishaps, and plenty of festive spirit along the way!

Produced by Birmingham-based Acclaimed Content, full episodes Chris Ramsey’s Alternative Christmas Guide will be available to stream on Channel 4 from 15 December with the episodes available on YouTube from 1st December. In addition, series highlights will also be shared on Channel 4’s Instagram, Facebook, and TikTok, and there will be a promotional TVC for the series that will be boxset on Channel 4 later on in the month.

This deal was led by creative agency DRUM and Sainsbury’s media agency PHD.

​Emma Hopkins, Partner Lab leader at Channel 4 said, “With the holiday season just around the corner, we’re excited to partner up with Sainsbury’s for the first time on their seasonal campaign. The format is festive, cheeky, and uses a comedian rather than a chef, all aligning with Channel 4’s Altogether Different style. By creating content that will sit on Channel 4’s social platforms, be available to stream, and has a contextual advert on linear, the brand can reach new audiences wherever they choose to watch.”

​Stephen Bowes, head of brand communications, Sainsbury’s said, “We know that Christmas is about bringing people together- whether you’re hosting a big gathering, finding thoughtful gifts, or preparing for the big day itself. This show is about demonstrating that every festive occasion can be easy and delicious, so you can spend less time worrying and more time enjoying the celebrations - even when those unexpected guests arrive!”

Jenni Hill, associate creative director, DRUM said, “When Sainsbury’s came to us and asked how to get on tables (both big and buffet) this Christmas, we looked to the sofa. Telly is such a key part of the season, so we wanted to put a new spin on the Festive Special to show how Taste the Difference is low effort, high reward. Working with Channel 4, Chris Ramsey, and clients who embraced the alternative approach has created a series of presents we would happily put under any tree this year. Plus, I got to meet Santa too which was nice - I’ve asked for more briefs like this.”

This is the latest deal from Channel 4’s Partner Lab, a new in-house creative partnerships team built to help brands stand out. This series builds on the team’s slate that includes branded entertainment series Filtered Interiors with Wayfair, and observational documentary Cancer Detectives: Finding the Cures.