Extra® chewing gum joins forces with Channel 4 and Lime Pictures for Celebs Go Virtual Dating

Channel 4 and Lime Pictures have partnered with Extra Chewing Gum to create a spin off series of E4’s Celebs Go Dating. Celebs Go Virtual Dating will follow celebrities as they navigate dating during lockdown and beyond.

From reflecting the explosion in online dating over the past months, to creating a series of socially distanced dates. Rob Beckett will also join providing commentary around how well (or not) the celebrities are faring.

The partnership brokered by 4Sales, Lime Pictures and MediaCom will bring a ‘virtual’ version of Celebs Go Dating to E4 viewers which will also include bespoke sponsorship idents and in show product placement. Branded social content featuring Celebs Go Virtual Dating talent will also be hosted on E4, Celebs Go Dating and Extra Chewing Gum’s social media platforms via Channel 4’s 4 Studio. Extra Chewing Gum are also planning in store activity and competitions in order to coincide with their ‘Find Your Other Half’ personalised and sharable packs, helping bring young people together.

Extra Chewing Gum have partnered with Channel 4 and Lime Pictures with the aim of bringing confidence to the lives of Gen Z in the moments they need it the most, relying on the mental confidence boost that chewing a piece of gum can bring – and felt that nowhere  would be more relevant at the moment than the world of virtual and social distanced dating.

“Extra strives to provide boosts of confidence at those mini moments of self-doubt in the dating minefield” Sasha Storey, Extra Senior Brand Manager said.

“We are thrilled to be partnering with Channel 4 and Lime Pictures around Celebs Go Virtual Dating and to help people find their perfect match. We hope to have created the perfect campaign to bring confidence to young, single and looking daters as they navigate the new world of virtual dating.

Jodie Miles, Content Lead at MediaCom added “there are new behaviours forming that present a range of new moments for Extra to bring confidence. Together we have built a campaign which spans multiple touchpoints, including TV, VOD, Product Placement, Digital, Social and In-Store”.

Sophie Lloyd, Branded Entertainment & Creative Leader at Channel 4 said: “This show is a prime example of a connected, cross-platform advertiser-funded programme with Channel 4’s editorial values at its core. We are delighted to be working with Extra for the first time - a partner who understands the power of Branded Entertainment and its activation beyond the screen.”

Sinead Dean, Senior Brand Development Manager at Lime Pictures said: “Celebs Go Dating has proved to be an incredibly successful format for E4, and we’re looking forward to reflecting the growth of online dating during lockdown on screen together with E4, 4Studio and Extra Chewing Gum this Summer via ‘Celebs Go Virtual Dating’. Together, we’ve created a truly multi-faceted and exciting branded entertainment partnership with Lime Pictures being uniquely placed to deliver activation beyond the screen to its brand partners.”

Celebs Go Dating has been E4’s most popular non-scripted show with 16-34-year-olds in 2018 and 2019, with the eighth series also proving a success, ranking as the channel’s highest rated non-scripted programme this year so far.


Hollyoaks has been deeply shocked and saddened by issues that have been brought to our attention over the weekend.  Lime Pictures strives to have zero tolerance of racism or any form of discrimination across all of its shows but it is clear we have further work to do. We must stamp out implicit bias which means calling out racism wherever and whenever we see it. We will continue to add to our action plan as we continue and broaden our dialogue with cast and staff.  We have already launched a series of next steps, set out below: 

We are reaching out to all of our cast and staff that have raised matters to make sure that we address individual issues and concerns;

We have asked all cast, staff and freelancers to share with us any further issues of concern or instances of unacceptable behaviour that they have not previously raised;

We are working with unconscious bias trainers to augment Lime’s all staff training to help address concerns raised by cast and staff;

All BAME staff, freelancers and cast will be offered mentoring from Lime’s senior management;

We will build on our work towards making Lime as diverse and inclusive as possible across all aspects of recruitment and talent retention, on and off screen;

Lime’s BAME writers and directors schemes will be reviewed and augmented to drive greater inclusivity within the industry;

We are undertaking an immediate and in depth review of company and cast liaison across Lime;

We will be producing a Hollyoaks podcast where our black cast will share their experiences on racism to their audience.

We are very conscious that we need to do more and are committed to making changes that we need to make. The onus is upon our company collectively and us all as individuals within our community to tackle racism, and it is a responsibility which all of us here at Hollyoaks are taking on fully.




Gemma Collins is a Diva on Lockdown

Lime Pictures are delighted to announce the return of Diva Forever to ITVBe, with new title Diva on Lockdown.

The brand new series will follow the nation's favourite diva and Queen of memes, Gemma Collins, as she deals with the Coronavirus lockdown and finds new ways of sharing her lifestyle with the nation.

Viewers will see how the icon of Essex has adapted to the UK being in lockdown. As working from home becomes the norm and with schools, restaurants and shops closed across the country, the GC says farewell to her film crew and instead, fixed-rig cameras will capture the nation’s favourite diva at home.

Before the lockdown, successful business woman Gemma Collins was searching for her new dream home and not only rubbing shoulders with famous faces, she was also mixing in Royal circles.

With Gemma closing the doors to her Brentwood shop, will the lockdown put her dream home and future in jeopardy?

Celebrity Groupchat featuring Tina Daheley, Russell Kane, Jodie Kidd and Laura Whitmore

We’re all in social media group chats, sharing a stream of our private thoughts, updates and lols. But are the group chats of the stars just like ours?

As part of BBC Radio 2’s Funny Fortnight, Celebrity Groupchat is a new comedy show that finds out just what celebrities chat about in private. Bringing together the station’s Breakfast Show news presenter and group chat admin Tina Daheley, stand-up royalty Russell Kane, supermodel and presenter Jodie Kidd, and DJ, presenter and Love Island ring leader of romance Laura Whitmore, in their very own celebrity group chat to shoot the breeze, share their lives and let the hilarity ensue.

In this episode, we see our four celebs discuss all the current goings on in the world; whether its coronavirus, cancelled jobs or the state of their fridges. There’s even a make do and mend toilet roll tutorial from Jodie’s 90-year-old friend, ahead of the country going into self-isolation.

Talking on the show, Russell Kane said “get ready for oversharing within minutes, I felt so comfortable in the group, like being in a family group chat, I totally forgot that some of it would be shared with the public!”

Since filming the episode, Tina Daheley said: “this was such a great celebrity “experiment” to be a part of. As group admin, I delved deep to find out what on earth these celebs actually talk about in their group chats. Tune in to see if it was just as glamourous as we all think. With a brilliant line up of celeb guests, I was really and truly sad to leave the group chat at the end!"

Funny Fortnight returns, comprising of six, 30-minute shows, plus two specials with Patrick Kielty interviewing Mel Brooks, and Steve Martin with Martin Short. These will be broadcast across Saturday 21 - Sunday 22 March, and Saturday 28 - Sunday 29 March, and will also be available on BBC Sounds.


Lime Pictures announce TV option deal with ‘The Love Hypothesis’ YA novelist Laura Steven

Multi award-winning Lime Pictures are delighted to announce their TV option deal with Laura Steven, writer of upcoming YA novel The Love Hypothesis. Lime will be working with author, journalist and screenwriter, Laura, to develop this exciting new YA book into an on-screen love story.

Lime Pictures Announce TV Option Deal With Lauren Mahon

Lime Pictures are delighted to announce their TV option deal with Lauren Mahon, founder of GIRLvsCANCER.  Multi award-winning independent company, Lime Pictures will be working with campaigning powerhouse, Mahon, to develop a fictionalised account of how her experience of cancer helped to change the dialogue around the disease and led to the formation of the incredible GIRLvsCANCER community.

Lime Pictures to Stand Up and Deliver for Channel 4

Channel 4 have confirmed that five plucky celebrities will be taking to the stage and performing comedy routines in a new format that sees them attempting to master the art of stand-up.

Stand Up and Deliver will follow famous faces as they are paired up with established comics who’ll mentor them and train them on their journey to have audiences rolling in the aisles.

Each celebrity will have to perfect their routine and to perform in a special gala performance. It’s a nerve-shredding, rib-tickling experience that forces our famous faces firmly out of their comfort zone and into a whole new world of performance pain.  But only one star will be crowned Stand Up & Deliver Champion 2020. So who’ll have the last laugh?

Stand Up and Deliver has been commissioned by Head of Factual Entertainment, Alf Lawrie and Commissioning Editor Becky Cadman for Channel 4.  Produced by Lime Pictures under Sarah Tyekiff, Head of Unscripted, with Andrew Jackman as Executive Producer and Claudine Parrish, Series Producer.

Stand Up & Deliver will air as part of Stand Up To Cancer 2020.


Hollyoaks Wins Best Soap or Continuing Drama at the Broadcast Awards 2020 For ‘Communicating the Dangerous Impact...of Racism’

Hollyoaks was recognised at the Broadcast Awards last night in London, winning the award for Best Soap or Continuing Drama.

Submitted episodes featured a story about Far Right Radicalisation with judges saying calling the C4 flagship soap: “The soap most willing to take on challenging issues and do them justice, with clever character development”.


Lime Pictures Unscripted was recently selected as one of the 2020 Best Places to Work for in TV. The list of the Best Places to Work in TV was created by Broadcast and Best Companies Group. Lime Pictures thrives on creating a company where people feel respected and safe to feel themselves.

This survey and award program was designed to identify, recognize and honour the best places of employment in TV, benefiting the TV field, its work force and businesses.

Organizations from across the UK entered the two-part survey process to determine the Best Places to Work in TV. The first part consisted of evaluating each entry by looking at its workplace policies, practices, philosophy, systems and demographics. The second part consisted of an employee survey to measure the employee experience. The combined scores determined the top organizations and the final ranking. Best Companies Group managed the overall registration, survey and analysis process and determined the final rankings.

Sarah Tyekiff, Head of Unscripted said, ‘I am thrilled that Lime has been ranked as the 10th best place to work in the UK. It is a real achievement and shows that all of the policies that have been implemented are having a positive impact on the workplace and the team. From mindfulness meditation sessions, wine and cheese Fridays, Creative Breakfasts and a great sweet bowl, the key thing is actually the team. If we can empower people to be creatively adventurous, celebrate each other’s differences and be proud to call Lime their Employer then we’re on the right track’.

Celebs Go Dating Couples Counselling is Back!

E4’s Celebs Go Dating is opening its doors again to couples counselling as TV personality Charlotte Dawson and boyfriend Matt Sarsfield sign up. 

Paul C Brunson and Anna Williamson already have their hands full with eight single celebrities, and the dating agents will now work with Charlotte and Matt on where they think their relationship is going wrong. 

Charlotte says, “I’ve learned a lot about myself when I was at the agency last time, but I know that  I’ve found the man of my dreams. We’ve got a house together, we’ve got a mortgage, but it has been a bumpy ride so we hope Anna and Paul can help us!” 

Agents Anna Williamson and Paul C Brunson say, “Couples therapy is without a doubt one of our favourite elements to the agency so we are delighted that we have a new couple joining us this series. From what we understand so far, Charlotte and Matt could be our most challenging couple yet....’’

Charlotte and Matt will join Celebs Go Dating alongside singletons James Lock, Malique Thompson Dwyer, Dean Gaffney, Amy Hart, Joshua Ritchie, Amy Childs, Alison Hammond and Olivia Bentley. 

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