Channel 4 debuts 2018 Bake Off marketing campaign

Channel 4 launched a new TV marketing campaign for ‘The Great British Bake Off’ across its network at 9pm last night (Thursday August 2), promoting the show’s much anticipated ninth series.

The broadcaster said: ‘The film celebrates the inspirational effect that the biggest baking show on TV has on amateur bakers across the UK.’

The trailer features a rendition of Christina Aguilera’s 2002 hit ‘Beautiful’ featuring gospel singers from The Kingdom Choir (who performed at the royal wedding of Prince Harry and Meghan Markle in May) and a election of bakes created by baking expert, presenter and author Juliet Sear.

The ‘cast’ of homemade treats, which includes a chocolate hedgehog, Welsh and rainbow cakes, Yorkshire puddings, Portuguese tarts and a bread swan, sing along before a showstopper bake, surrounded by judges and presenters Prue Leith, Paul Hollywood, Sandi Toksvig OBE and Noel Fielding.

The film finishes with the voiceover: “Let the baking season commence: ‘The Great British Bake Off’, coming soon to Channel 4.”

A wider campaign will include posters and bus-sides which pay homage to the judges and presenters, who are presented as showstopper bakes.

‘The Great British Bake Off’ launched in its new Channel 4 home last year and attracted an average audience of nine million viewers per episode (10 million for the final), rising to 10.5 million with linear repeats. It was the biggest TV series of 2017 for viewers aged 16-34.

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