Red Bee Media created evocative and fun idents to promote the revamped Good Food channel.
The Challenge
UKTV Food has some of the most entertaining and mouth-watering programmes on TV, so our challenge was to capture this in a way that would complement the beautifully shot programming, rather than compete with it. UKTV were rebranding the channel as Good Food and wanted to promote this change.
The Solution
Rather than lingering on close-up shots of food, we decided to celebrate the joy and passion that goes into preparing and sharing dishes with others. Our tagline for this channel was established as ‘We have fun with food.’
We took a dash of imagination, a soupcon of social interaction, a generous helping of stunning photography, a vibrant mix of animation and a huge dollop of fun to create four scenarios that celebrate all that’s great about Good Food. The four idents capture the fun of preparing and eating food with scenes of an adventurous dinner party complete with a blow-torched crème brulee, people foraging for fresh mushrooms in the woods, dishing up a spicy Thai curry for two and hosting a big Sunday lunch for the whole family – and its dog. We also produced on-screen navigation menus, break bumpers and a launch promo.
The Result
The finished idents looked good enough to eat and Good Food is the No 1 ranked channel in the lifestyle genre.
“Red Bee's contribution to our ten-channel rebrand has been incredible and enormously valuable. Their client-friendly approach, creative stamina and commitment to excellence have helped us transform our network in less than eighteen months. We are both enormously proud and fond of our team there - a class act.” Tom Lucas, Marketing Director, UKTV