EyeSpy: As the egg timer counts down to the start of the brand-new series of the The Great British Bake Off, Channel 4 launches a publicity campaign for the series.
“In previous years we have 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.” – Chris Wood, Acting Head of 4Creative
A new feel-good trailer set to The Beatles’ ‘All Together Now’ takes inspiration from baking’s ability to grip the nation and features shoppers frantically clearing the aisles of baking ingredients, causing chaos at supermarkets and even the stock market to rise. Then we see some 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!
The film was created and produced by Channel 4’s award-winning in-house team 4 Creative, and directed by Alex Boutell It will air on Tuesday 30th July at approximately 8.00pm and will be supported by press cover wraps, posters, radio spot ads and social media activity nearer to the show’s transmission later this summer.
The ninth series of the former BBC show, which aired in 2018, continued to be the biggest title on Channel 4, increasing audience share across all audiences particularly 16-34 viewers (8.9m average / 35.4%).
“From the quirky and fun take on bakers across the nation, the inclusion of a Beatles track to an appearance from the Cookie Monster, 4Creative have produced all the right ingredients for a great campaign.” – James Walker, Controller of Marketing and Media