Bake Off is back… and so is Dr. Oetker

Dr. Oetker's signing cake

Dr. Oetker is back on TV screens with a campaign to coincide with the new series of The Great British Bake Off.

The home baking brand has brought back its cake characters to showcase products and has unveiled new character Bianca – the soulful smooth buttercream cake.

The ‘singing cakes’ launch on 27 August during the first episode of GBBO and run for 10 weeks throughout the competition.

The seven-figure campaign includes TV advertising, video-on-demand and catch-up TV, all supported by digital activity.

Over the past three years Dr. Oetker has seen a sales increase of 5% over the course of the show from the first episode to the final.

Jan McKee, Executive Head of Marketing UK at Dr. Oetker, said: “GBBO is one of the biggest events in the home baking calendar and we’re thrilled to announce we’ll be back on TV for this key period. Consumers are extremely receptive to baking inspiration during this period and we hope to bring even more excitement to the sector with our loveable cake characters.”