Channel 4 Sales has awarded five sustainable businesses a share of £600,000 in TV advertising airtime through its second B Corp competition.
Run in partnership with B Lab UK, the initiative offers B Corps the opportunity to use TV advertising to drive positive consumer behaviour change.
Fmcg winners include Holy Moly, known for its fresh avocado products; oral care brand Suri, which is challenging the disposable category with electric toothbrushes designed for life; plant-based personal care brand Faith in Nature; and period care brand TOTM, which produces organic cotton pads, tampons and cups. IT company Klyk, which aims to eliminate waste in business IT, also won.
They will share the £600,000 prize, kicking off with a primetime ad break takeover later this year that will feature each business alongside educational messaging about the B Corp movement.
Each winner will also receive bespoke ad placements on Channel 4 streaming, designed to help them “reach their target audiences and accelerate the growth of their purpose-driven businesses”, said Channel 4.
Channel 4 said last year’s inaugural competition had increased the awareness of the B Corp movement. Research from Sonder found 88% of viewers reported an improved opinion of B Corps, while 85% said they were more likely to consider purchasing from one.
“We were blown away by this year’s shortlist – the creativity, the ambition, the sheer quality of ideas on show. Each business brought the B Corp spirit to life in a way that felt fresh and genuinely exciting,” said Tom Patterson, sustainability lead at Channel 4 Sales.
“What stood out most wasn’t just the ideas, but how clearly they got the power of TV – to reach new audiences, fuel growth, and help make more sustainable choices feel like the easy ones. We can’t wait to see these ideas brought to life on screen later this year.”
Ros Holley, director of marketing & communications at B Lab UK, added: “Watching the finalists pitch was an incredible reminder of the raw energy and original thinking driving the B Corp community today. Every single business showed up with a unique story to tell, collectively redefining what responsible business looks like in the UK.”
Last year’s competiton winners were wellness brand Ancient & Brave, Fairtrade chocolate brand Divine Chocolate, eco-friendly cleaning brand Seep, Welsh brewery Tiny Rebel, and ticketing platform Ticket Tailor.
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