Formerly known as UKTV Food, the revamped Good Food channel has been repositioned to increase its appeal to audiences by being more entertaining.
UKTV is licensing its part-owner BBC Worldwide’s Good Food brand, which includes a magazine, and retaining the same typeface and colour palette, which it hopes will allow the channel to trade off the existing Good Food’s brand credentials.
A tagline – ‘We have fun with food’ – is intended to appeal to a diverse audience, as are Red Bee Media’s four channel idents, depicting various cooking scenarios. A family preparing a roast (pictured), a young couple buying ingredients and cooking a stir fry, a group out fishing and picking wild mushrooms, and a dinner party group make up the idents package.
‘Developing [this] brand identity has been very different from our nine preceding rebrands,’ says UKTV lifestyle marketing manager Denise Wild.
‘We had to align our new multi-platform brand with the established Good Food one, while ensuring our TV proposition is appealing to our current viewers,’ Wild continues.
This marks the end of Red Bee Media’s intensive 18 months of work with UKTV to rebrand its portfolio of ten channels, including Dave and Blighty.
Red Bee Media director, creative Andy Bryant sums up the ten-channel rebrand project as, ‘demonstrating how a relevant brand identity is one of the more potent options available to broadcasters to achieve audience and revenue growth’.