July 3, 2024 – Channel 4 Sales, the leading digital-first content partner for brands, is teaming up with Co-op Funeralcare for a new social-first branded entertainment series, Celebrity Send Off.

Launching today at 6pm across YouTube and going live on social platforms on 10 July, the three-part series sees famous duos take part in a unique experiment to organise a pretend funeral for their celebrity counterpart with support and advice from the experts of Co-op Funeralcare.

The couples taking part include Happy Monday’s Shaun Ryder and Bez; Gogglebox’s Marcus Luther and his wife Mica Ven; and national treasure Kriss Akabusi and his daughter Shakira Akabusi. After seeing what they could be in store for, the celebs open-up an honest conversation about how they’d like their funeral to run one day.

In the first episode, Bez takes on the role of arranger for Shaun’s funeral. Bez is proud of the working class roots he and Shaun have shared in Salford which informs his eulogy. Bez also wants to nod to Shaun’s experience with UFOs and Extra-Terrestrial life, which informs the themes of the floral arrangement and wake.

Bez described his experience: “Bit of a weird one this, I didn’t want to think about my best mate dying, but cos I know him so well I actually enjoyed getting creative and thinking of some ideas for his fake funeral that I knew he’d be chuffed with…I got really into it and imagined him looking down (…or up!) and laughing at what I’d organised for him. Some of the stuff I arranged was spot on, and it all went a bit leftfield, like with flowers designed in the shape of a grey UFO. Grey flowers?! Standing next to him when we watched his funeral together on the big screen got me a bit emotional to be honest! Does make you realise though, it’s a good idea to talk to the folk you love whilst you’ve still got them beside you so you can give them the send-off they deserve….and want!”

Shaun added: “Experiencing my own funeral arranged by Bez was a surreal moment to say the least. I always thought I’d have a burial, but Bez thought I’d go for a cremation. However, I loved his ideas. What I had in my own head and seeing what Bez created for me made me appreciate the importance of having open conversations about funeral wishes as it’s not something we really do. Overall, I think Bez did a good job at organising my funeral cos he’s such a good friend and knows me very well.”

Channel 4 Sales’ Social Branded Entertainment division is the most viewed branded entertainment publisher in the UK on Facebook and YouTube.

Celebrity Send Off is the latest in the broadcaster’s branded entertainment projects this year, which include Philips Shave Club, Skipton Building Society’s Make Your Move and Dairylea’s Tiny Day Trippers.

The series was produced by Interstellar who worked with media agency is TSL (The Story Lab) to bring to concept to fruition. The digital content was commissioned by Hanzla MacDonald.

Hanzla MacDonald, Digital Development Executive for Youth and Digital at Channel 4 said: “Channel 4 are pioneers in tackling difficult issues and we are proud that Celebrity Send Off is a way of normalising conversations around death and smashing taboos through entertainment. Teaming up with Co-op Funeralcare to create this series allows us to push these barriers further by creating a talking point that lets people open up to their loved ones about their wishes for when they’re no longer here.”

Sophie Lloyd, Creative Solutions Leader at Channel 4 Sales said: “Celebrity Send Off typifies the creative capability of Channel 4 Sales’ new creative solutions team. The show is a concept that is as unique as it is thought-provoking and enables a leading brand to tap into the kind of bold and creative storytelling that Channel 4 is known for.”

Rupinder Downie, Content Solutions Leader at Channel 4 Sales said: “Channel 4 takes pride in partnering with brands like Co-op Funeralcare that are eager to spark meaningful conversations. This social series is an example of our commitment to connecting with audiences on a deeper level through engaging content.”

Mandip Mann, Head of Client Marketing, Digital & Experience at Co-op Funeralcare, said: “As the UK’s leading funeral provider, we understand how difficult it can be for people to discuss topics related to death and bereavement, particularly with family and friends. And last year, we began our campaign encouraging the nation to talk about things such as your funeral wishes to help give loved one’s peace of mind later.

“That’s why we’re so pleased to be partnering with Channel 4 in creating a content series that builds on the success of that campaign and shows the difficulties people can face when organising a loved one’s funeral without first knowing what they wanted.

“Through this series, we aim to normalise what can often be seen as a taboo topic, using a mix of entertainment to highlight just how much of a difference these conversations can make, as well as inspiring the nation to talk to loved ones about it today.”

Episode breakdown

Episode 1: Bez and Shaun – Wednesday 3rd July

In the first episode Bez takes on the role of arranger and Shaun prepares to think hard about what he’d like for his own funeral. Both Bez and Shaun share the notion that they’d like to respect Shaun’s Catholic upbringing with a traditional church service.

There are times where their ideas diverge, including burial v cremation, transport method, and floral design. Bez also wants to nod to Shaun’s experience with UFOs and Extra-Terrestrial life, which informs the themes of the floral arrangement and wake

Bez is proud of the working class roots he and Shaun have shared in Salford which informs his eulogy and funeral decisions, as well as inspiring him to commemorate the home Shaun grew up in with a special plaque. But is this what Shaun actually wants?

Bez described his experience: “Bit of a weird one this, I didn’t want to think about my best mate dying, but cos I know him so well I actually enjoyed getting creative and thinking of some ideas for his fake funeral that I knew he’d be chuffed with…I got really into it and imagined him looking down (…or up!) and laughing at what I’d organised for him. Some of the stuff I arranged was spot on, and it all went a bit leftfield, like with flowers designed in the shape of a grey UFO. Grey flowers?! Standing next to him when we watched his funeral together on the big screen got me a bit emotional to be honest! Does make you realise though, it’s a good idea to talk to the folk you love whilst you’ve still got them beside you so you can give them the send-off they deserve….and want!”

Shaun added: “Experiencing my own funeral arranged by Bez was a surreal moment to say the least. I always thought I’d have a burial, but Bez thought I’d go for a cremation. However, I loved his ideas. What I had in my own head and seeing what Bez created for me made me appreciate the importance of having open conversations about funeral wishes as it’s not something we really do. Overall, I think Bez did a good job at organising my funeral cos he’s such a good friend and knows me very well.”

Episode 2: Marcus and Mica – Wednesday 17th July

The second episode spotlights husband and wife, Marcus Luther and Mica Ven. The couple first appeared on Channel 4’s Gogglebox in 2018, instantly becoming one of the nation’s best loved couples, known for their wit and warmth.

In this episode of Celebrity Send Off, Marcus takes on the role of arranger and has lots of creative ideas to celebrate his wife. Ideas include a cardboard coffin which can be personalised by the congregation; white doves being released in her honour; and an elaborate Gogglebox floral design.

As for Mica, she’s claustrophobic, scared of doves, and wants to honour other things than Gogglebox …! However, after 15 years of marriage, there are plenty of things Marcus gets spot on – from the church setting to the celebratory, uplifting wake, to the live choir.

Kris and Shakira (Ep 3) – Wednesday 31st July

The final feature follows Olympian and broadcaster Kriss Akabusi and his fitness coach daughter, Shakira Akabusi, addressing the details of Kriss’ funeral.

Kriss would like to honour his heritage and be buried in Nigeria; while Shakira focuses on commemorating Kriss’ love for nature with an outdoors funeral, culminating in the planting of a tree of life. Shakira’s bespoke funeral requests include: weaving in colours of his favourite football team into the coffin; Nigerian colours into a floral design; and hand-picking a 4×4 hearse.

Plus, Shakira has secretly invited one of Kriss’ best friends, Roger Black to act as celebrant at the funeral. Roger was also a member of the relay team along with Kriss who won the world championship against the odds in Tokyo ’91.

As Kriss watches back the funeral highlights, he’s touched by the special details Shakira has designed, all woven together with her poetic eulogy. However, it becomes clear in the process of this experiment and upon reviewing the funeral footage, that Kriss and Shakira would like to go away and speak more about what exactly Kriss would like for his funeral.

Each episode will air on Channel 4’s YouTube channel: https://www.youtube.com/@Channel4

If you or someone you know is grieving the loss of a loved one, visit https://www.channel4.com/4viewers/help/bereavement for help and support.

About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.

With a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.

From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests £5m in training, development and learning opportunities annually and this will double to £10m by 2025.

Channel 4 has the UK’s biggest free streaming service. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.

About Co-op

Co-op is one of the world’s largest consumer co-operatives with interests across food, funerals, insurance and legal services. Owned by millions of UK consumers, the Co-op operates almost 2,400 food stores, over 800 funeral homes and provides products to over 6,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.

Employing 56,000 people, the Co-op has an annual turnover of over £11billion and is a recognised leader for its social goals and community-led programmes. The Co-op exists to meet members’ needs and stand up for the things they believe in.