Channel 4 Food
Zone has managed all the editorial content for Channel4.com/4food since launching in 2007, and subsequently also manages the brand’s presence on Facebook and Twitter. The editorial strategy across the three platforms is based on complementing, rather than simply replicating, Channel 4's award-winning on-air programming.
At the core of the website’s offering is a database of more than 6,000 original recipes, providing users with a reason to visit and establishing strong SEO to deliver consistent, year-round traffic. The database includes recipes from original commissions from leading chefs and restaurateurs, and exclusive content from Channel 4 talent including Jamie Oliver, Gordon Ramsay and Hugh Fearnley-Whittingstall.
On-air programming is supported by a wide range of content, including exclusive video, how-to video cooking guides, interviews and opportunities for users to get involved. Issues such as animal welfare and food provenance help to make 4Food one of the greatest generators of user comments on Channel4.com, and the team have pioneered Channel 4's use of social media through Facebook and Twitter.
Launched in early 2010, the Channel4Food Twitter account has more than 13,000 followers and is updated a minimum of twice daily. The team also runs the Come Dine With Me Facebook page that has had over 830 000 likes, and its daily wall threads frequently run to hundreds of comments. This social media activity was name-checked when the site was named best media website at the 2010 nma Effectiveness Awards.
The re-launch of the 4Food site in November last year saw the integration of Channel 4’s on demand player, 4oD. Users are now able to move seamlessly between recipes, how-to videos, features and 4oD, increasing the average visit length dramatically.
Channel 4’s Big Fish Fight was the first large-scale campaign to make use of the new website. Find out how the team devised a cross-platform content strategy to champion sustainable seafood.