Plant-based milk, juice and shots brand Plenish is to make its TV debut as the sponsor of Channel 4’s breakfast programming.

The new six-month partnership with Channel 4 will go live from 1 August to 31 January 2025.

Created in partnership with advertising agency Recipe, four indents featured between popular sitcoms such as The Simpsons and Frasier, will show a different Plenish product including its Ginger Immunity and Mango Sunshine shots, and its Almond and Oat Barista m*lks.

The indents will take the form of entertaining morning scenarios, playing on its ‘Make it a good morning’ tagline.

With an estimated audience of over nine million people, the partnership marks the brand’s first ever TV sponsorship and is its largest marketing investment to date.

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Plenish marketing director Alex Petrogiannis said: “We’re very excited to be waking up millions of Channel 4 viewers with Plenish and our range of health shots and plant-based m*lks, every morning for the next six months.

“This sponsorship is not just a huge milestone for the brand but also one of those rare occasions where the stars truly align: the perfect combination of media, creative, and moment of consumption.”

Channel 4 Sales content solutions leader Rupinder Downie said: “Our breakfast audience say they prefer to buy products from companies who sponsor TV programmes, which shows why we’re an ideal partner for breakthrough brands like Plenish.

“We are thrilled to partner with high-growth brands like Plenish at such an exciting time in their journey. This partnership will reach millions of viewers who love to kickstart their day with the right energy.”