August is now upon us, which means one thing: it’s almost time for The Great British Bake Off. And, sure enough, the start of the month meant that Channel 4 once again popped its marketing push in the oven to warm up anticipation for the new batch of contestants.
The show has firmly settled into its new home of Channel 4, after jumping from BBC One a few years ago. The ninth season, 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 on average, a 35.4 per cent share). Now, everyone’s counting down the days until Paul Hollywood, Sandi Toksvig, Noel Fielding and Prue Leith all return to the tent.
“It’s that added burst of personality and slightly altered dynamic that gives Channel 4’s Bake Off an unexpected, welcome edge,” we wrote in our review of the remixed show when it first aired. “It’s less like the BBC’s attempt at rebooting Top Gear and more like the commercial broadcaster’s own revival of The Crystal Maze. As for all those ad breaks, they’re the perfect chance to stick the kettle on.”
Launching with a feel-good trailer set against the backdrop of The Beatles’ track ‘All Together Now’, the countdown to GBBO 2019 kicks off with a celebration of how baking can bring people together, from audiences at home to shoppers clearing the aisles of baking ingredients, causing chaos at supermarkets and even the stock market to rise. We also see some creative and unique twists on how people make and enjoy their favourite baked goods, plus a cameo from a familiar cookie connoisseur.
James Walker, Controller of Marketing and Media, says: “The effect the Great British Bake Off has on the nation is undeniable. The idea for our creative brings together the show’s ability to entertain millions of viewers and also to inspire and energise them into attempting their very own baked showstoppers. 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.”
Season 10 of Bake Off will premiere on Tuesday 27th August at 8pm, with episodes then airing weekly and running for an extended 90 minutes. Counting down the days? Until then, go back to the very beginning and watch the first seven seasons of Bake Off of Netflix.
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