Eblex to sponsor farming TV show

Eblex, the promotional board for English beef and sheep, is backing a new TV programme on farming that aims to teach UK consumers about where their food comes from.

The 10-part prime time series, entitled Matt and Allegra’s Big Farm, will be presented by former England rugby star and renowned foodie, Matt Dawson, alongside chef Allegra McEvedy MBE. It will premiere on UKTV’s Good Food channel this autumn, then will debut to Freeview audiences on UKTV’s entertainment channel, Dave, shortly afterwards.

The Eblex deal includes online sponsorship on goodfoodchannel.co.uk, Red Tractor beef and lamb branding on all marketing activity to support the series premiere, as well as bespoke Red Tractor beef and lamb sponsorship messages at the beginning and end of each part of the programme.

The organisation will also be supporting Matt and Allegra’s Big Farm through the Red Tractor beef and lamb ‘Good Food Story’ marketing campaign.


Eblex’s head of consumer marketing Jane Ritchie-Smith said: “This is the perfect programming recipe for Eblex: a good measure of fantastic farming stories, a large helping of deliciously inspiring recipes, all topped off with a great dollop of fun from Matt and Allegra. This sponsorship will be central to the next phase of the Red Tractor beef and lamb ‘Good Food Story’ marketing campaign, which launches in the autumn.”

The series will follow Matt and Allegra as they visit farms around Britain. Each episode will see them visit one or two locations to source enough food for an ultimate feast, consisting of easy-to-cook dishes using ingredients sourced from the farms.


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