UK-Based Channels Sorted Food, Copa90 Up Next In YouTube Ad Campaign

By 09/28/2015
UK-Based Channels Sorted Food, Copa90 Up Next In YouTube Ad Campaign

While it promotes homegrown stars Tyler Oakley and Lilly Singh in the United States, YouTube is also giving some love to a pair of popular channels that hail from across the pond. It will launch a multi-platform advertising campaigns in support of cooking channel Sorted Food and soccer hub Copa90.

Sorted Food, on which four cheery chefs share their culinary adventures, has emerged as one of the UK’s most popular homegrown YouTube channels. In addition to the 1.3 million subscribers Jamie Spafford, Ben Ebbrell, Michael Huttlestone, and Barry Taylor have accrued on their channel, they have also gone on a quest to find the Internet’s best burger and embarked on a worldwide tour in partnership with Today.

Copa90, on the other hand, is a compendium of soccer highlights, features, and interviews. Its most popular videos feature guest appearances from the likes of Lionel Messi, Kieran Gibbs, and YouTube star KSI. It is notably one of the few channels run by a larger company to be featured in one of YouTube’s creator-focused ad campaigns. It is produced by Bigballs Films, which also now claims American soccer channel KickTV within its network.

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As with other channels YouTube has spotlighted in its creator-focused ad campaigns, Sorted Food and Copa90 will be advertised both online and on display ads that will appear in London’s Tube stations. Rich Waterworth, YouTube head of marketing in Europe, told the UK’s Independent the two featured channels have an “ability to connect with their fans in an honest and personal way”.

This is the second time YouTube has centered a batch of advertisements on its British stars. Last year, shortly after launching its first creator-focused ads, it used TV commercials, billboards, and digital placements to support beauty star Zoella, slow-motion goofballs The Slow Mo Guys, and Vice News.

Sorted Food and Copa90 are the 11th and 12th poster children YouTube has featured since it first launched its creator-focused ad campaigns in April 2014.

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