Five black-owned businesses make TV ad debut on Channel 4

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Five black-owned businesses are set to benefit from free TV advertising worth more than half a million pounds, as part of Channel 4’s award winning Black In Business initiative in partnership with Lloyds Bank.

Starting Monday (15 January) and continuing through to Spring, bespoke adverts made with the businesses by Channel 4 will feature across its platforms.

Each 30-second commercial stars the business founder alongside comedian Judi Love.

Black-owned businesses in C4 ad debut

Last September, The Gym Kitchen, Treasure Tress, Dalgety Herbal Teas, The Turmeric Co and LØCI were revealed to have been successful from over 1,000 applicants from across the country to receive support from the Black In Business initiative.

In addition to each receiving £100,000 worth of airtime and a TV advert made for them, the five business owners also had six months of tailored marketing and business support from Channel 4, Lloyds Bank and social enterprise, DOES.

Black in Business attracted a wide range of applicants, with one in five (22%) businesses generating more than £100k in turnover and three per cent exceeding more than £1m in turnover.

The initiative offers support to small businesses new to TV advertising and follows research commissioned by Channel 4 Sales – Black Owned Businesses: The UK’s Untapped Business Potential – which revealed black entrepreneurs face more obstacles setting up and running their businesses than their white counterparts.

In addition, the Black. British. In Business and Proud Report from the Black Business Network (BBN) sponsored by Lloyds Bank, reveals that nearly half (49%) of black entrepreneurs say they need marketing and PR support, and 20% stated they need help to find new clients.

Black in Business, launched in partnership with Lloyds Bank, forms part of Channel 4’s Black to Front legacy – the public service broadcaster’s ongoing commitment to improve black representation on-screen and more widely in the TV industry.

Clare Peters, Client Strategy & Communications Partner, Channel 4, said: “Channel 4 is proud to provide a platform for black businesses in the UK.

“We hope this initiative also prompts action across the industry to improve opportunities for all under-represented entrepreneurs and business owners.

“TV is the most effective way to build a brand and we’re looking forward to working with these small British businesses to help them embrace the power of TV to talk to new consumers.”

AV Manager, Maria St Louis, Channel 4, added: “Channel 4 has fully supported my vision of empowering black owned businesses through TV advertising, in a way that makes me very proud to work for the only UK broadcaster that exists to promote diversity and consistently demonstrates how positive change can take place.

“This is the beginning of a long-term goal of supporting black entrepreneurs, which is also a commitment from Channel 4 in supporting entrepreneurship within its business.

“I’m also proud of each of the businesses, which are all amazing in their own unique way – I’m truly excited for the journey ahead.”

Elyn Corfield, CEO, Business and Commercial Banking, Lloyds Banking Group, said: Lloyds Bank is proud to be shining a light on remarkable black-owned businesses.

“Each commercial is not just a showcase of entrepreneurship, it’s a celebration of innovation, creativity, resilience and passion.

“This is more than advertising; it’s about creating impactful narratives and driving meaningful change where it’s needed.”