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Modern Marketing Brand Strategy Sainsbury's

Sainsbury’s Bake Off sponsorship asks viewers ‘cake or not cake?’


By Ellen Ormesher | Senior Reporter

March 24, 2022 | 3 min read

Sainsbury’s has delivered the first slice of its sponsorship of Channel 4’s Great British Bake Off with ‘Cake or not cake?’

Sainsbury's Bake Off

Sainsbury’s Bake Off sponsorship asks viewers 'Cake or not cake?'

The series of idents, created by Wieden+Kennedy, invites viewers to guess if the product featured is an incredible illusion cake created by Ben Cullen, aka The Bake King, or one of Sainsbury’s Taste the Difference products.

Philippa Beaumont and Freddy Taylor, associate creative directors at Wieden+Kennedy London, said: “If you’re sponsoring the Bake Off, you better do something fun. So naturally, we turned the idents into a ‘cake or not cake’ guessing game, meaning we got to make cakes you would never dream of making. We won’t ruin the surprise but we’re excited to add even more incredible cakes into the mix as the broadcast sponsorship continues.”

The cake-based guessing games are voiced by Stephen Fry, directed by Joseph Mann and produced by Blink Productions. They will also run across Bake Off: The Professionals, The Great British Bake Off, Extra Slice and Junior Bake Off.

The Great British Bake Off was the most-watched non-scripted series by young viewers on UK TV last year, with an average 16-34 audience of 1.9 million.

The partnership between Sainsbury’s and GBBO, which is the largest in the show’s history, will also run across Celebrity Great British Bake Off and Stand Up To Cancer.

Mark Given, Sainsbury’s chief marketing officer, said: ”The Great British Bake Off and Sainsbury’s are recognized across the country as quintessential brands that are synonymous with the warmth and personality of the British public and we wanted to emulate that across our advertising. This exciting new partnership has given us the perfect opportunity to celebrate and showcase the quality and innovation across our Taste the Difference product range with a lively and interactive twist that will keep the nation guessing”

Modern Marketing Brand Strategy Sainsbury's

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