Five Black-owned businesses are set to benefit from free TV advertising worth more than half a million pounds, as part of Channel 4’s award winning Black In Business initiative in partnership with Lloyds Bank.

The Gym Kitchen, Treasure Tress, Dalgety Herbal Teas, The Turmeric Co and LØCI each received £100k worth of TV advertising airtime and a bespoke TV advert.

Starting today (15 January) and running until the spring, the bespoke adverts made with the businesses by Channel 4 will feature across its platforms. Each 30-second commercial stars the business founder alongside comedian Judi Love.

The five successful companies were among more than 1,000 applicants from around the UK; as well as receiving  £100,000 worth of airtime and a TV advert made for them, the five business owners also had six months of tailored marketing and business support from Channel 4, Lloyds Bank and social enterprise, DOES.

Clare Peters, client strategy & communications partner, Channel 4 said: “Channel 4 is proud to provide a platform for Black Businesses in the UK. We hope this initiative also prompts action across the industry to improve opportunities for all under-represented entrepreneurs and business owners. TV is the most effective way to build a brand and we’re looking forward to working with these small British businesses to help them embrace the power of TV to talk to new consumers.”

AV Manager, Maria St Louis, Channel 4 added, “Channel 4 has fully supported my vision of empowering Black Owned Businesses through TV Advertising, in a way that makes me very proud to work for the only UK broadcaster that exists to promote diversity and consistently demonstrates how positive change can take place.

“This is the beginning of a long-term goal of supporting Black entrepreneurs, which is also a commitment from Channel 4 in supporting entrepreneurship within its business. I’m also proud of each of the businesses, which are all amazing in their own unique way – I’m truly excited for the journey ahead.”