Dr. Oetker is encouraging British shoppers to ‘Dare to Bake’ with its new Great British Bake Off partnership.
The deal means Bake Off fans are being treated to a selection of talking cakes during sponsorship bookends at the start and finish of each show.
Characters include ‘The Baker Boys’ – a harmonious and tasty sponge cake trio; ‘Sasha Swirl’ – a sassy cupcake with attitude; and the dark and velvety smooth ‘Frederico Fudge’.
The three sponsorship characters will be joined by five fellow ‘talking bakes’ on Dr. Oetker social channels and will be each featuring a particular Dr. Oetker baking product, giving the brand the opportunity to showcase its most popular lines as well as new products, such as Cocoa Powder Tub and Extra Strong Food Gel Colours.
Jan McKee, Executive Head of Marketing UK at Dr. Oetker, said: “Despite Bake Off generating great excitement and interest, the number of baking occasions in the UK has been declining for the past couple of years. Our campaign main objective is to re-engage shoppers with the category during Bake Off time, by conveying compelling calls-to-action in a humorous and relaxed tone of voice.
“There is a natural synergy between our two brands as insights show us that over 25% of our core social audiences overlap. Campaigns run during previous seasons also confirm this strong correlation with engagement rates up to four times higher than average.”
The deal brokered with Channel 4 alongside Tate & Lyle’s Golden Syrup sees Dr. Oetker become the exclusive broadcast sponsor for the eighth 10-week series of the UK’s biggest TV show. The dual partnership for 2017 includes the Jo Brand-presented spin-off show Bake Off: An Extra Slice as well as festive specials.
