The five adverts will air in Q3 2025, with a special ad break takeover during prime time

Channel 4 Sales has revealed the five B Corps that have won free advertising airtime, as part of its competition run with B Lab UK to highlight sustainable businesses.

There were more than 200 applicants for the content, with five winners winning airtime worth £120,000 each. The five were selected from a shortlist of nine businesses, then invited to pitch of a panel of judges.

The winners are:

• Ancient + Brave, a wellness brand
• Divine Chocolate, launched by a group of cocoa farmers in Ghana
• Seep, creating sustainable cleaning products
• Ticket Tailor, a ticketing platform
• Tiny Rebel Brewery, a brewery from South Wales

Along with the runners-up, the winners will also gain access to a series of expert masterclasses to help their businesses grow.

Ewan Douglas, head of sales nations & regions & business development, at Channel 4 Sales, said: “The quality of entries for our B Corp competition has been off the scale, and all the businesses who were shortlisted should be very proud of their final stage pitches.

“The winning pitches stood out for the judges having successfully showcased how TV will supercharge their marketing plans – amplified in the storytelling of their products, the creative execution of the ad itself, and the positive role of their business in their own communities and wider world. We’re thrilled to support business as a force for good, and open up TV advertising to companies of all sizes.”

Ros Holley, director of communications & marketing, at *B Lab UK, added: “The finalists brought so much creativity into the judging sessions – a true reflection of the passion and energy that defines the B Corp movement. Every B Corp brought a unique vision to the table, and we think this will really help to tell a compelling story of the breadth and depth of purposeful business in the UK today. Congratulations to all the winners; we’re really looking forward to seeing your final ads.”

The five adverts will air in Q3 2025, with a special ad break takeover during one of Channel 4’s primetime shows on linear TV, as well as free advertising across Channel 4’s streaming platforms.

*B Lab UK is the non-profit behind the UK B Corp movement.