Channel 4 today reveals The Great British Bake Off marketing campaign celebrating the hotly-anticipated return of the biggest baking show on TV. The film will debut on Channel 4 tonight at 8pm.

The light-hearted trail depicts the nation’s love of baking through their feverish pursuit of flour at a time when this precious commodity ran in short supply during lockdown earlier this year. It highlights the sweet, joyous relief of the return of baking and of course, The Great British Bake Off.

The wider campaign includes a poster and print ad featuring a classic bespoke Bake Off tea-towel, illustrated by Barry Falls and showcasing iconic, high drama scenes from Bake Off including Ruby’s collapsing vegan cake, a Hollywood handshake, the Bake Off squirrel and more; as well as social and radio activity.

The new campaign was commissioned by Channel 4 Marketing and produced by the broadcaster’s award-winning in-house creative agency 4Creative.

The Great British Bake Off is coming soon to Channel 4.

Zaid Al-Qassab, Chief Marketing Officer said: “This year’s Great British Bake Off campaign highlights that baking is about so much more than sustenance – it’s a gift. The film illustrates the nation’s joyous love of baking inspired by our shared experience of lockdown in a typically Channel 4 way and we hope it gets viewers as excited as we are for the return of our biggest show!”

Lynsey Atkin, Executive Creative Director, 4Creative said: “Bake Off’s Back - like a well-earned slice of sweet relief in a rather terrible year. So this time round, instead of creating another epic ad for the best show on telly, we wanted to tell a smaller story – one about a few people and a whole nation all at once. Because if the last few months have taught us anything, it’s that we, the British public, will do anything for bread.”

Series 10 of The Great British Bake Off was the second biggest series of 2019 for young viewers across all channels attracting a massive 60.1% share of Channel 4’s key demographic of 16-34 year olds.

The series drew an impressive average audience of 9.0 million viewers per episode and a 35.6% share of the viewing audience – peaking at 9.8m/ 37.6% share for the final episode.

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