The campaign will be accompanied by press cover wraps, posters, radio spot ads and social media activity that will go live nearer to the show’s transmission. The tenth series of the multi-award-winning competitive baking show will air later this summer.
The aim of the push is ‘celebrate the show uniting the nation through baking’. The broadcaster said: ‘Launching with a feel-good trailer set against the backdrop of The Beatles’ track ‘All Together Now’, the film pays homage to the fact that baking brings people together and takes the audience on a joyful, colourful and typically eccentric journey.
“It takes inspiration from the baking fever that grips the nation and shows shoppers frantically clearing the aisles of baking ingredients, causing chaos at supermarkets and even the stock market to rise! We also see some creative and unique twists on how people make and enjoy their favourite baked goods. There’s even a special cameo from Sesame Street’s cookie connoisseur the Cookie Monster!’
Channel 4 controller of marketing and media James Walker explained: “The effect that ‘The Great British Bake Off’ has on the nation is undeniable. The idea for our creative brings together the show’s ability to entertain millions of viewers and also to inspire and energise them into attempting their very own baked showstoppers. From the quirky and fun take on bakers across the nation, the inclusion of a Beatles track to an appearance from the Cookie Monster, [Channel 4’s award-winning in-house creative team] 4Creative have produced all the right ingredients for a great campaign.”
Chris Wood, acting head of 4Creative, said: “In previous years we’ve used our big Bake Off launch film to celebrate the nation’s collective love of bakes and cakes. This year we wanted to shift the focus to the people behind the bakes, giving a voice to the diverse and passionate bakers of Britain: a nation blessed with a legacy of rich regional baking traditions, culinary creativity and a universal willingness to give it a go.”
The ninth series of Bake Off, which aired in 2018, continued to be the biggest title on Channel 4, increasing audience share across all audiences particularly 16-34 viewers (8.9 million average/35.4%).
Watch the new trailer here: https://youtu.be/xzSTqVUWEzU