Four SME Black-owned businesses recently debuted TV advertising for the first time, after winning the latest edition of Channel 4 Sales’ Black in Business initiative with Lloyds.

Open to Black entrepreneurs, the initiative saw the four winners emerge from an application process and a shortlist of 20 outstanding businesses.

Each winner receives £150,000 worth of free advertising airtime on Channel 4, alongside six months of mentoring guidance from senior executive sponsors at Channel 4 and Lloyds, plus the creation of their own advert.

The adverts will premiere together this evening in a specially crafted slot, with a voiceover introduction explaining the purpose of Black in Business to viewers, set in Channel 4’s iconic ident featuring the 4 logo inside a see-through cube.

The initiative was set up after research by Channel 4 and Lloyds highlighted the obstacles that Black entrepreneurs face when setting up their businesses compared to their White counterparts.

The adverts are all based in a retro wood-panelled lift, in a nod to the concept of an ‘elevator pitch’, and creatively showcase each business' products.

Their individual on-air dates are:

• Flake Bake: London’s largest handmade Jamaican patty maker, offering meat and vegetable options infused with Caribbean spices in seven different flavours. Airing from 18 August until 12 October.
   
• Flora & Curl: A West Midlands-based haircare brand offering natural, plant-powered products. Airing from 1 July until 31 July.
   
• Alonuko: A London-based luxury women’s fashion brand specialising in handcrafted bridal and evening wear. Airing from 1 August until 21 September.
   
• Nylahs Naturals: A West Midlands-based textured haircare brand empowering Black women to embrace their natural hair. Airing from 1 July until 31 July.
   

The adverts were created by Black-owned production company Quiet Storm, featuring an ethnically diverse cast that includes each business founder.

This year’s advert launch is the second Black in Business partnership between Channel 4 and Lloyds, building on the success of the inaugural 2023 edition which saw five Black-owned businesses receive £100,000 of TV airtime each.

Christopher Remie, commercial development lead, Channel 4 Sales, said: “Being able to provide the transformational power of TV advertising for our four extremely promising Black entrepreneurs has been a truly fulfilling process, and it’s great to see their adverts out in the world from today.

“Reaching this point is testament to the huge amount of work from everyone involved in the process. I’m also incredibly proud that we were able to build on the success of Black in Business 2023 and provide additional funding for our 2024 winners.

“Channel 4 believe that better representation drives better business results, and we look forward to ensuring that this is the case for this year’s winners and beyond.”

Elyn Corfield, CEO, Business & Commercial Banking, Lloyds, said: “All businesses should have the same opportunities to succeed – but they don’t, which is why we set up our Black entrepreneurs programme and joined forces with Channel 4 to create ‘Black in Business’, supporting brilliant businesses as they look to scale.

“Last year's winners have gone from strength to strength; this year's businesses are outstanding and I can’t wait to see what they achieve”.