The brewing industry is set to launch the second phase of its Let There Be Beer marketing campaign this weekend during C4’s Sunday Brunch.

The ‘ad-funded programming’ will feature Sunday Brunch presenter Tim Lovejoy hosting six short episodes highlighting how beers work with food. “We’re looking to surprise everyone with just how much you can do with beer,” said Nick Ashley, chief client officer at Mindshare UK, the ad agency behind the programming.

Having relied on a Facebook page since its launch in June, the campaign is also launching LetThereBeBeer.com on Sunday, with information about the heritage of beer and an interactive ‘Beeropedia’ of the best food and beer pairings.