4Sales brokers sponsorship deal for Bake Off 2020

Charlie Spargo's picture
by Charlie Spargo

The Great British Bake Off is returning for 2020, with an exclusive broadcast sponsorship deal struck by the regional 4Sales team in Manchester.

Aldi will become the exclusive sponsor of the popular series created by Love Productions, which returns for its 11th series later in the year. The official promotional campaign for the series kicks off later today on Channel 4.

The supermarket will sponsor the full range of Bake Off programming - including the main series; Bake Off: An Extra Slice presented by Jo Brand and Tom Allen; the Bake Off Christmas specials; and Junior Bake Off hosted by Harry Hill.

The Manchester regional base for 4Sales, the broadcaster's in-house ad sales team, was the one who successfully brokered the high-profile deal with McCann UK, Aldi's agency. McCann has also created the sponsorship creative, featuring a family of gingerbreak people.

Series 10 of Bake Off was the last to feature Sandi Toksvig, who quit at the beginning of 2020 to “focus on other work projects”. 2020's series will be the first to feature her replacement, comedian Matt Lucas, who joins regulars Noel Fielding, Prue Leith and Paul Hollywood. The 2019 series drew an average audience of 9 million per episode, with a 35.6% share of the viewing audience - peaking at 9.8m and a 37.6% share for the final episode. 

As well as the sponsorship announcement, Channel 4 will also be airing its preview for this year's series for the first time this evening - a 40-second trailer covering the UK's heightened love of baking during the COVID-19 crisis, which saw many shops run low on supplies of flour.

This will run alongside social content, radio activity, and a poster and print ad featuring a classic Bake Off tea-towel, illustrated by Barry Falls. It weaves in iconic scenes from Bake Off history, including Ruby Bhogal’s collapsing vegan cake, the Bake Off squirrel from the recognisable intro, and more.

Jonathan Lewis, Head of Digital & Partnership Innovation at Channel 4, said: “We’re really looking forward to celebrating the return of Bake Off’s much-needed warmth and fun this year with Aldi. This significant new partnership provides the perfect opportunity for Aldi to continue its mission to champion British quality with a show that showcases the very best of British baking.”

Sean McGinty, Marketing Director at Aldi UK, added: “The Great British Bake Off is the perfect partner for Aldi. The ‘feelgood’ show appeals to all ages, and underpins Aldi’s quality positioning and light hearted tone. We’re looking forward to celebrating creativity and innovation in the kitchen with some of the best amateur bakers in the UK!”

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