Lovejoy, the host of Channel 4’s Sunday Brunch, has travelled the country to meet beer aficionados and chefs to make a mini-series concentrating on food and beer matching. The three-minute films will be shown in the ad breaks during Sunday Brunch.
He will also act as an ambassador for the campaign, in a series of one-minute Beer of the Week clips to be shown on the Let There Be Beer website and across social media sites.
"We are delighted to have Channel 4 and Tim Lovejoy involved with the Let There Be Beer movement," said a spokesman.
“We think this is a great opportunity for people to discover the breadth of beer styles on offer and try out pairings when out and about or experiment in their own homes. With so many flavours and brand personalities there is a beer for every occasion and for every taste. Showcasing beer and food on Sunday Brunch is a great way to champion the perfect union of beer and food."
The campaign launched in June with a TV advert and a PR stunt that saw images of beer projected onto major UK landmarks such as the cliffs of Dover.
It is being funded by the five biggest global brewers (AB InBev, Heineken, Molson Coors, Carlsberg and SAB Miller) and will run for at least three years. CAMRA, SIBA and the British Beer and Pub Association are also on board, although they are understood not to have contributed funds at this stage.
Other initiatives in the pipeline are believed to include a tie-up with Michael Parkinson, a number of events and initiatives around challenging people’s perception of beer.