Autotrader has signed with Channel 4 to sponsor The Great British Bake Off franchise.
It officially launches on Sunday (22nd March) when the new series of The Great Celebrity Bake Off for SU2C airs. The 6 month deal covers linear broadcasts of The Great Celebrity Bake Off SU2C and Bake Off: The Professionals alongside all episodes of The Great British Bake Off on Channel 4 streaming platforms.
“The Great British Bake Off is one of the most loved and iconic British programmes and we are delighted to be partnering with Autotrader to bring the coverage to our viewers across Channel 4 platforms and the beloved baking franchise,” said Emma Hopkins, Partner Lab Leader at Channel 4.
Branded Autotrader idents, designed by IMA, will be integrated across Bake Off coverage.
Media agency The Specialist Works brokered the deal.
READ MORE – Leeds agency gets cooking with Bake Off launch for “multi-million” sourdough campaign
“We love the idea of two great British brands coming together. Autotrader has been part of the national fabric for nearly 50 years and Bake Off has been a firm family favourite for over a decade. We wanted our sponsorship to give people a taste of our fun side, and to show the thrill and delight cars can bring us,” said Rox Nejad, Head of Brand at Autotrader.
“The creative scenes consist of baked goods featuring miniature cars and people. In each scene, we dramatise how finding the right car makes life sweeter. It’s a light-hearted way to land our message while reminding people that we’re the UK’s biggest and most trusted car marketplace.”
