The brands rising to Bake Off success

The brands rising to Bake Off success

Last night saw the return of the hotly anticipated eighth series of The Great British Bake Off on its new Channel 4 home. Despite some significant line-up changes in the form of presenters Noel Fielding and Sandi Toksvig, who replace Mel and Sue, and Prue Leith taking the judging reins from Mary Berry, alongside Paul Hollywood, the programme largely remained unchanged – apart from all the ad breaks!

The introduction of ad breaks is great news for brands with big budgets however, allowing them to reach a certain demographic, but the show’s return also offers possibilities for those brands that can’t flash as much cash.

This series’ official sponsors are Lyle’s Golden Syrup and Dr. Oetker. Dr. Oetker seems to have embraced the quirkiness of new presenter Noel Fielding and the wonderfully weird Channel 4 taster advert with singing baked products, by creating a singing three-tiered cake known as the Baker Boys alongside other characters encouraging consumers to ‘Dare to Bake’.

And it’s not just the big, headline sponsors that are getting into the mix. We Buy Any Car had a competition to win one of four car-shaped cake moulds, Aldi launched a stand mixer for budding bakers and Lurpak has been putting out video content to encourage viewers to bake along. As usual, social media is key for brands to reach their target audiences, whatever the budget, with many of them putting out sponsored content and live tweeting during the opening episode. One of our favourites has to be @YorkshireTea, which tweeted:

“We looked into sponsoring Bake Off. All we say is that Dr Oetker must be minted. #GBBO”
And the tea maker had hilarious comebacks for everyone who responded to the tweet, including Dr. Oetker, which quickly created a visual offering the Baker Boys for Yorkshire Tea’s hold music, saying they’d be cheaper than the Kaiser Chiefs, in reference to its recent advertising campaign which features the band.
It just goes to show that you don’t need massive budgets to have a real impact if you hone in on trends, use a little creativity and respond quickly.

Standing out on social media will make consumers remember and connect with your brand. Yorkshire Tea proves that many consumers like brands with a personality and don’t take themselves too seriously. Will you be tweeting along with the next GBBO episode? In the meantime, we’ll leave you with another great one from Innocent Drinks, @innocent:

“The first showstopper challenge is an illusion cake. Really hope someone’s illusion is just a life size Mary Berry statue. #GBBO”
Seen any other brands getting involved with the #GBBO banter? Let us know @mucklemedia