The U.K.'s Channel 4 is leaning heavily into out-of-home this year in its promotional campaign for its hit show "The Great British Bake-Off," with creative reminding viewers how the show makes life "sweeter" after a tough year.
Promotional efforts by the broadcaster's in-house agency 4Creative include a giant photograph of a layer cake that wraps a 78-foot building in Glasgow's city center, complete with a 23-foot fork installation on the street outside.
Meanwhile outdoor digital screens in cities including Leeds, London, Glasgow and Manchester depict the locations’ skylines and reflect the changing weather conditions in real-time, with creative inserting cake into various real world situations (such as the sides of houses and buildings). Copy on the ads note that "life's looking sweeter."
Short TV teasers also continue the theme, with cake appearing as hay bales, the white cliffs of Dover turning into a jam sponge, and the construction of a mille-feuille tower block. Channel 4 has also created a bespoke AR lens that enables users on Snapchat and Instagram to have fun turning themselves into an array of baked goods.
“People love indulging in the 'Bake-Off' escapism every year, it’s just so gloriously fun," said Amber Kirby, marketing director, Channel 4, in a statement. "This campaign imagines how cake can make life just that little bit sweeter; transforming the mundane, the everyday, and the sometimes serious, into something that just makes you smile."
“In years past 'Bake-Off' has served up some big fantasy ads—from singing cakes to Cookie Monsters and oven-ready miners. This year rather than escaping our world completely, we wanted to merely improve it after a tough 12 months," added Lynsey Atkin, executive creative director, at 4Creative. Series 12 of the show debuted last night on Channel 4.
Last year saw it averaging a consolidated audience of 10.6 million viewers per episode and a 40% share of the viewing audience. It also pulled in its largest-ever share of 16-34 year-old viewers, 63.5%, making it the second biggest U.K. TV show for young viewers in 2020.