Channel 4 Awards £600k Ad Airtime to Five B Corp Winners

UK terrestrial television network Channel 4 Sales has named five B Corp businesses as winners of its second competition for purpose-driven organisations. The programme offers £600,000 (US$800,000) worth of television advertising airtime.

The five winners are SURI, Holy Moly Dips, Klyk, Faith in Nature and TOTM. SURI creates an electric toothbrush designed for extended use.

Each winner receives a primetime linear ad-break takeover spotlighting their business. The package includes educational messaging about the B Corp movement for UK audiences.

Winners also gain access to advertising placements across Channel 4's streaming service. According to Channel 4, this could help accelerate the growth of businesses focused on environmental and social responsibility.

TV advertising for certified businesses

The competition was conducted in partnership with B Lab UK. Five winners were selected from a shortlist of ten finalists.

Finalists pitched their creative vision and demonstrated how television advertising could help them scale. They also explained what B Corp certification means to their operations.

"We were blown away by this year's shortlist – the creativity, the ambition and the sheer quality of ideas on show," says Tom Patterson, Sustainability Lead at Channel 4 Sales.

"Each business brought the B Corp spirit to life in a way that felt fresh and genuinely exciting."

Tom adds that the ideas showed an understanding of television's power to reach new audiences and fuel growth. He notes the winners demonstrated how to make sustainable choices feel accessible to consumers.

Consumer behaviour and certified products

According to Channel 4, the first competition helped improve audience understanding of B Corp certification. Research from Sonder found that 88% of viewers reported an improved opinion of B Corps.

The research also found that 85% said they would be more likely to consider buying from a B Corp organisation. This data was collected after the first competition concluded.

Channel 4 states the initiative aims to use advertising to support behavioural changes from consumers. The programme encourages audiences to adopt more sustainable practices when buying products.

Holy Moly Dips is a food brand focused on responsible sourcing. Klyk works to reduce waste in business IT infrastructure.

Faith in Nature produces personal care products with an environmental focus. TOTM manufactures period care products using organic cotton.

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Businesses redefining responsible practices

"Watching the finalists pitch was an incredible reminder of the raw energy and original thinking driving the B Corp community today," says Rosalind Holley, Director of Marketing and Communications at B Lab UK. "Every single business showed up with a unique story to tell, collectively redefining what responsible business looks like in the UK."

Rosalind says she expects the final advertisements to captivate audiences and spark conversation. The adverts will air later in 2026.

The B Corp competition forms part of Channel 4's Business for Good initiatives. Other programmes include Black in Business and the Diversity in Advertising Award.

Black in Business was developed in partnership with Lloyds. It offers Black entrepreneurs £200,000 (US$268,624) in free advertising and a professionally produced television advert.

The programme also provides access to mentorship from leaders at Channel 4 and Lloyds. According to Channel 4, this addresses barriers faced by Black entrepreneurs.

The Diversity in Advertising Award offers £1m (US$1.3m) in commercial airtime. The award goes to the brand or agency that best pitches a campaign addressing the year's creative brief.

The most recent brief was titled Inclusive by Design. Four brands have been nominated: Morrisons, Malteasers, Tesco and Bodyform.

"With so many strong entries for this year's Diversity in Advertising Award, it is inspiring to see so many companies wanting to develop work that is Inclusive by Design into the whole process," Amy Jenkins, Sales Leader at Channel 4, notes. "The final stage pitches are set to be a fantastic day with so much creativity, expertise and passion in the room."

Amy adds that the brief rests on the belief that inclusive advertising enhances the experience for everyone. She states that accessibility is a matter of importance for Channel 4.