Lemonade Labs presents...
Brands Entertain Me!

29 May 2026

On a balmy late spring evening, Lemonade Labs lit up the swanky Soho Hotel with a panel that drew a sizeable crowd, curious and ready to hear the conversation. On the agenda: the future of brand-funded entertainment.

Connor McRae, Head of Branded Entertainment at Lemonade Labs, brought both charm and sharp timing to his role as host, striking a deft balance between guiding the discourse and letting his panelists take the spotlight. Joining him were Katherine Marlow (AFP Senior Lead at Channel 4), Claire Prince (Head of Entertainment at Elvis London), and Mark Rivers (CCO at Cold Glass Productions). A well-judged mix of perspectives and personalities that kept the conversation compelling throughout.

Brand-funded content is enjoying a sharp ascent, as brands look beyond simple reach to build cultural relevance, shift perception, and drive meaningful returns. As audience habits evolve, so too does the approach, with traditional advertising campaigns no longer the sole focus, and investment flowing into content people actively choose to spend time with. Because, while no one queues up to binge ads, audiences will happily immerse themselves in entertainment, from podcasts to documentaries to episodic series, whether at home or on the move.

As long as the entertainment delivers, audiences are unconcerned that there is a brand behind it. For this approach to succeed, the fundamentals are simple but key: the content must genuinely entertain - whether that’s through compelling formats and/or by the use of celebrity hosts and guests. Equally important is restraint; branding works best when it’s lightly handled, woven seamlessly into the fabric of the production rather than forced to the forefront.

“

The appetite for entertainment-first thinking is clearly there and the conversation continues to gain momentum. Audiences want genuinely entertaining work and brands increasingly want to be part of creating it.

”

Connor McRae            

Waitrose’s Dish podcast was used as a standout case study - not just a win for the brand, but a genuinely successful piece of entertainment in its own right. While Dish maintains its own distinct identity, complete with separate branding and social channels, the connection to Waitrose is carefully and consistently threaded through. From subtle visual cues like brand colours, to the exclusive use of Waitrose products in recipes, and seamless links driving listeners back to shop online, the integration is subtle rather than overt.

“

We are no longer talking about entertainment as an untapped potential for brands, we're talking about real live examples that show they deliver from an entertainment and brand perspective without compromise from either side.

”

Claire Prince            

It made for a genuinely engaging evening, with a palpable buzz in the room... and not just from the drinks and canapés. As new players like Lemonade Labs and a growing number of agencies and production companies invest in branded entertainment, the momentum in this space is hard to ignore. What’s already being achieved is impressive; what comes next feels even more so.