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By Ellen Ormesher, Senior Reporter

August 30, 2023 | 3 min read

Sentient eggs, flour, butter and more make an intrepid journey to the GBBO tent in animated spot.

To mark the return of the Great British Bake Off, Channel 4 has launched a trailer that sees baking ingredients brought to life and making their way to the famous kitchen to fulfill their destiny, dodging overly friendly dogs, battling the elements and avoiding getting squashed on the pursuit of becoming a Bake Off showstopper.

Upon reaching the tent, the sweet ingredients accomplish their dream before the finished cake is devoured by the judges and presenters – including new co-host Alison Hammond.

The 60-second trailer is set to Belinda Carlisle’s classic track Heaven is a Place on Earth, before bearing the strapline “Everyone’s excited, even them.” It evokes the familiar feelings, joy and anticipation the annual Bake Off brings to so many viewers and the renewed excitement of September’s upcoming season.

Lynsey Atkin, executive creative director at Channel 4’s in-house studio 4creative, said: “Bake Off is a very special thing, so it stands to reason that even those getting cracked, mixed, whipped and dipped all in the name of a showstopper are equally as excited about its return. The team have had a lot of fun creating this ingredients odyssey with the brilliant people at The Line Animation.”

Amber Kirby, Channel 4’s marketing director, added: “Nobody can resist the allure of Bake Off, not even the ingredients themselves! Which in itself is quite unexpected, but it’s a magical reminder of the Bake Off joy. It has been great fun seeing the ingredients come to life and we hope people are as excited as we are to welcome Channel 4’s biggest show back to our screens.“

The trailer will first air on Channel 4 at 6:58pm tonight (August 30). It will also feature as a roadblock across the Channel 4 network at 9pm and will be accompanied by a wider multimedia campaign.



Channel 4

CMO: Zaid Al-Qassab

Marketing director: Amber Kirby

Head of marketing: Laura Ward-Smith

Marketing lead: Laura Bedford

Marketing exec: Anna Chiarelli


Executive creative director: Lynsey Atkin

Deputy ECDs: Lambros Charalambous, Chris Wood

Creatives: Zoe Nash, Sali Horsey

Additional creatives: Alex Goddard, Joe Williams

Executive producer: James Faupel

Senior producer: Simon Glover

Producer: Natale Cox

Senior project manager: Olivia Jones

Head of design: Rob Boon

Designer: Dan Davies

4creative head of production: Miketta Lane

The Line Animation

Directors: JuanPe Arroyo, Tim McCourt

Executive producer: Laura Breaden

Producers: Patrick Duguid, Tom Kay, Maca Gaset

The Line head of production: Hanae Seida

Editor: Juanpe Arroyo Molina, Ethan Barrett, Jamie Rathbone

Post-production: The Line Animation, Time Based Arts

Grade: Max Ferguson-Hook @ Time Based Arts

Sound: James Utting @ Factory

Media Agency: OMD

Creative Creative Works Channel 4

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