Chris Ramsey’s Alternative Christmas Guide is a new factual entertainment series for Channel 4 made in partnership with Sainsbury’s.
The branded fact-ent series sees the British comedian Chris Ramsey offering guidance on throwing a Christmas party. It is produced by Birmingham-based Acclaimed Content, with episodes dropping on YouTube first before streaming on Channel 4. Highlights will also be shared on Channel 4’s Instagram, Facebook, and TikTok, with a promotional TV commercial for the series that will be boxset on Channel 4 later on in the month.
Emma Hopkins, partner lab leader at Channel 4, said: “With the holiday season just around the corner, we’re excited to partner up with Sainsbury’s on their seasonal campaign. The format is festive, cheeky, and uses a comedian rather than a chef, all aligning with Channel 4’s Altogether Different style. By creating content that will sit on Channel 4’s social platforms, be available to stream, and has a contextual advert on linear, the brand can reach new audiences wherever they choose to watch.”
Stephen Parnell, digital commissioning executive at Channel 4, said: “Chris Ramsey’s Alternative Guide to Christmas answers the age-old question: ‘What if a normal(ish) bloke hosted a Christmas lifestyle show?’ With Chris Ramsey leading the festivities, we’re proving that anyone can channel their inner host this season. Whether you’re inviting friends, colleagues, or even the cast of your local panto, you can throw an unforgettable Christmas party – no expertise required. All it takes is a few oven-ready bits, some nice people to feed, and, in Chris’ case, the magic of a full art department…”
Stephen Bowes, head of brand communications at Sainsbury’s, said: “We know that Christmas is about bringing people together— whether you’re hosting a big gathering, finding thoughtful gifts, or preparing for the big day itself. This show is about demonstrating that every festive occasion can be easy and delicious, so you can spend less time worrying and more time enjoying the celebrations – even when those unexpected guests arrive!”
Anton Inwood, executive producer at Acclaimed Content, said:
“With Chris Ramsey at the helm and a world-class creative team behind the scenes, this Christmas series demonstrates what a small independent company with big ambitions can achieve. We’ve transformed a branded digital idea into a premium festive series, seamlessly combining storytelling and brand messaging, while delivering commercial-level production values with an editorial-first approach. Huge thanks to Channel 4 for giving us this opportunity and believing in a dynamic regional Indie with a big vision.”
Channel 4’s Partner Lab is the broadcaster’s internal creative partnerships team built to develop branded entertainment campaigns.
