Flex Kitchen, a digital comedy cooking series by Channel 4 and Heinz


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Background information

This week’s egtabite focuses on a creative and comedic new format, recently launched by Channel 4 in collaboration with Heinz, named Flex Kitchen.

The brand-new, short-form comedy series across Channel 4’s social and digital channels, represents the UK broadcaster’s push into social branded content, supported with the launch of 4Studio in 2020.

A social-first branded content series

Flex Kitchen debuted in January on the C4 YouTube channel as well as All 4, whilst shorter edits of each episode were released across Channel 4 and Heinz’s Facebook, Instagram, Twitter & TikTok accounts.

This makes Channel 4 the only UK broadcaster to offer a slate of social-first branded entertainment opportunities to advertisers for publication across its quality, brand-safe, social channels – including Facebook, YouTube, and Instagram. In addition, a bespoke edit from the series’ content will provide the creative for a new Heinz linear and digital ad.


For many Brits, this time of the year is special as it signals the beginning of Veganuary, the annual challenge that encourages a vegan lifestyle that lasts for the entire month.

The social-first branded content series represents the first activity of its kind for original plant-pioneers, Heinz, and features the iconic brand’s plant-based, Made from Plants, products, such as Heinz Beanz and Heinz Tomato Ketchup.

The new five-part cooking series will feature some of Britain’s best-loved comedians – Alex Brooker, Kerry Godliman, Suzi Ruffell, Lou Sanders and Phil Wang – as they attempt to prepare plant-based delicacies for some very particular eaters with Heinz vegan products and the help of a sentient microwave called Flex.

Speaking about the pressures of the cooking challenge, comedian Kerry Godliman admitted: “I had a fantastic time on Flex Kitchen. If you ignore the fact that the rugby team I was cooking for didn’t fancy what I was going to make, I had to cook outside and I had to share the kitchen with a talking microwave.”

Matt Mill, Marketing Lead for Heinz Meals said: “For over 150 years, Heinz has pioneered many products that are already naturally plant-based, from our beloved Heinz Tomato Ketchup to Heinz Beanz, to new innovations including everything from Vegan Mayo to Beanz Burgerz, and there are many more to come in 2022 and beyond. This new and exciting partnership with 4studio is one we know viewers will enjoy, not only will it showcase our portfolio of plant-based products, but we hope to inspire flexitarian audiences all over. We’ve always been and will continue to be passionate about producing delicious plant-based food.”

Campaign video

Historical credentials

Flex Kitchen was produced by Ranga Bee and commissioned by Channel 4. 4Studio brokered the partnership with Heinz media agencies Carat and The Story Lab. The campaign is also supported by creative communications agency, Wonderland and trade communications specialists The Hub.

David Amodio, Deputy Head of Digital Innovation & 4Studio said: “We’re really excited to kick off 2022 with Heinz and bring viewers all the fun of Flex Kitchen. We have strong historical credentials in Food and Comedy so it’s great to be able to extend these on to our social platforms through this innovative collaboration – one of 4Studio’s most significant partnerships to date.”