Channel 4 and American Express celebrate ‘hidden gems’ of high streets

Channel 4, in partnership with credit card provider American Express, has launched a campaign to promote Shop Small: an initiative supporting small retail businesses.

Shop Small works with – and promotes – small businesses and encourages American Express card members to use their card at participating locations. This year, it runs between December 3 and December 18.

Small Business Saturday UK, a movement that highlights the role that small businesses play in their communities, kicked off Shop Small on December 3.

A new ad campaign for Shop Small celebrating the ‘hidden gems’ of UK high streets, kicked off this month.

The 60-second premiere ad starred familiar Channel 4 faces Gok Wan, George Clarke, Anna Richardson and Ade Adepitan, explaining what makes their favourite small business so special.

George loves to take his children to explore the ‘wonderland of art’ in an arts and stationary shop in West London; Anna adores a tiny lingerie shop in the Peak District that texts her when it gets new products; Ade enjoys hanging out in his local bike shop having a laugh with the staff, while Gok gushes about the ‘gorgeous, beautiful’ florist down the road.

The film debuted on Channel 4 on December 4 and 30-second versions will be visible around peak time on Channel 4, More 4 and on-demand channel All 4 until December 18.

During that period, American Express Card members will be rewarded for shopping at small businesses around the UK through the American Express Shop Small promotion.

Viewers will be encouraged to join the conversation on social media using #ShopSmallUK and visit to find participating small businesses near them.

Channel 4 agency principal Danny Peace said: “This collaboration with American Express has resulted in an engaging spot featuring top Channel 4 talent which will resonate with viewers at a time of year that shopping is front of mind.”

Alice Noone, vice president partnerships & brand of American Express, added: “At American Express, we have a long history of supporting small businesses and celebrating their dedication to their customers.

“We look forward to joining our card members in supporting these small businesses in December and are delighted to be working with Channel 4 to help spread the word.”

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