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Aldi preps Bake Off bonanza with oven-ready idents

Aldi has signed an expanded sponsorship deal for Channel 4’s flagship bakery show

Discount grocery chain Aldi is going all-in on its embrace of Channel 4’s Bake Off franchise by agreeing to an expanded sponsorship package that includes a sweet selection of spin-off and one-off specials.

Continuing its broadcast sponsorship of The Great British Bake Off, Aldi will now put its mitts around the full panoply of the channel’s baking broadcasts, from An Extra Slice to Junior Bake Off.

What has Aldi agreed?

  • Having acquired a taste for Channel 4’s Great British Bake Off as broadcast sponsor, Aldi will extend its relationship for the 2021 season, ensuring its idents will bookend all episodes of the 12th series.

  • The partnership encompasses both Channel 4 and All4 with the grocer’s branding being spread across episodes of shows such as Bake Off: The Professionals; Bake Off: An Extra Slice and Celebrity Bake Off for Stand Up to Cancer.

  • This latter special edition sees a host of stars roll up their sleeves and their rolling pins to do battle against cancer from the kitchen.

  • Aldi UK marketing director Sean McGinty said: “Our broadcast sponsorship of The Great British Bake Off has been a great success to date and we are delighted to be continuing during 2021 after the show pulled in its biggest viewing figures in 2020 and appeals to such a wide audience.”

  • Aldi first won the Bake Off sponsorship contract last year, taking over from Amazon.

What does this mean for Channel 4?

  • The agreement marks a success for the team at 4Sales’ Nations and Regions Partnerships who successfully brokered the deal with Aldi’s agency McCann UK.

  • Jonathan Lewis, head of digital and partnership innovation at Channel 4, commented: “This significant broadcast partnership sees Aldi sponsor more hugely popular and much-loved Bake Off programming than before, and we’re pleased to continue celebrating our biggest show together.”

  • Made by Love Productions, Bake Off has proven to be a bankable smash-hit for Channel 4 with last years run pulling in a record audience of 11.5m making it the second biggest commissioned program in the network's history.

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