C4 launches new Bake Off campaign

Channel 4 has unveiled its marketing campaign for the return of The Great British Bake Off .

Created by Channel 4’s in-house creative agency 4creative, the new animated film follows a cheerful group of ingredients embarking on an epic journey to the iconic Bake Off tent.

Despite their unexpected optimism for reaching the famous kitchen, the characters – eggs, raspberries, chocolate, butter and flour – are determined to fulfil their baking destiny; dodging overly friendly dogs, battling the elements and avoiding getting squashed, all to become a Bake Off showstopper. Upon reaching the tent, the sweet ingredients accomplish their dream, before the finished cake is devoured by the judges and presenters – including new co-host Alison Hammond.

The 60 second trail features the strapline ‘Everyone’s excited, even them’ and is set against Belinda Carlisle’s classic Heaven is a Place on Earth.

The 14th series is set to return to Channel 4 in September.

Lynsey Atkin, Executive Creative Director at 4creative, said: “Bake Off is a very special thing, so it stands to reason that even those getting cracked, mixed, whipped and dipped all in the name of a showstopper, are equally as excited about its return. The team have had a lot of fun creating this ingredients odyssey with the brilliant people at The Line Animation.”

Amber Kirby, Marketing Director at Channel 4 said: “Nobody can resist the allure of Bake Off, not even the ingredients themselves! Which in itself is quite unexpected, but it’s a magical reminder of the Bake Off joy. It’s been great fun seeing the ingredients come to life and we hope people are as excited as we are, to welcome Channel 4’s biggest show back to our screens.“

The trail will first air on Channel 4 at 6.58pm this evening (30th August). It will also feature as a roadblock across the Channel 4 network at 9pm and will be accompanied by a wider multimedia campaign.

The upcoming series will also see the much-anticipated arrival of new presenter Alison Hammond, who joins co-host Noel Fielding and judges Prue Leith and Paul Hollywood in the Bake Off tent.