Italian food brand Crosta & Mollica has partnered with Channel 4 for its first national TV campaign.

The campaign includes the brand’s sponsorship of the public service broadcaster’s ‘Channel 4 Food’ strand of programming.

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This includes sponsorship of Come Dine With Me across social media platforms as well as the channel’s selection of culinary programming. It consists of adverts set in Italian settings, depicting friends and family enjoy Crosta & Mollica’s range of products, including pizza, aperitivo snacks and gelato.

Dean Lavender, head of marketing at Crosta & Mollica, said the partnership would allow the brand to reach more than 18 million consumers in the UK.

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