About The Fund
The 4Sales Greenhouse fund is a £3 million initiative to support small and medium sized businesses that have never advertised on TV before through match-funded commercial airtime across Channel 4’s portfolio.
The fund exists to help those brands who have never been able to take advantage of the huge rewards offered by TV advertising due to the initial investment required.
Through the Greenhouse Fund, 4Sales match brands’ investments with the same value of free airtime. In order to qualify, brands will commit to their campaigns being exclusive to the 4Sales for six months.
Matt Salmon, Director of Sales, Channel 4 said:
“TV is the most effective way to build a brand and in the current climate also offers incredible value for advertisers. As we start to see the economy opening up again and lockdown easing our new Greenhouse Fund will help small British businesses to embrace the power of TV at a time when audience numbers are spiking and talking to consumers has never been more important.”
Case Study: Tenzing
Natural energy drink brand TENZING were the first company to take advantage of the new 4Sales Greenhouse Fund, offering match-funding to brands who have never advertised on TV before.
Huib Van Bockel, founder of TENZING said:
“TENZING is the new challenger brand, challenging the global energy drinks with a plant-based alternative. In these challenging times we decided not to hold on to our budget and wait for this to be over, but to keep pushing ahead. We strongly believe all businesses should take responsibility and do everything they can to keep our economy going. For this we were looking for a like-minded media partner and we found that in Channel 4.
“We are extremely proud to be the first partner in the venture program that supports UK businesses. We have also been blown away by the commitment of the Sales Development team and to everyone we have spoken to at Channel 4 to make this happen. We could not be more excited to see our own brand on TV and Channel 4 for the first time in its short history.”
The ad's objectives were to build TENZING's brand salience among 18-34's.
Using the PL4YBACK research tool while the campaign was on air, we evaluated its performance, exploring the response to the creative and the impact it had on the brand:
Tenzing were our first Greenhouse Fund campaign that we measured, and as you can see from the attached it performed really well on PL4Yback, with the creative smashing our New to TV benchmarks for recognition and branding.
TENZING confirmed they saw a +55% increase in Return on Sales index while the campaign was running, and on top of that a +92% increase in awareness amongst 18-34s in their own tracker!