Sainsbury’s launches biggest ever Bake Off sponsorship with ‘Cake or not cake?’
Sainsbury’s Taste the Difference brand has taken over the sponsorship of Channel 4’s The Great British Bake Off with ‘Cake or not cake?’.
The TV partnership, which is the largest sponsorship deal in the show’s history, is kicking off with sponsorship stings created by Wieden+Kennedy across The Great Celebrity Bake Off for Stand Up To Cancer.
The series of idents invites people to guess if the product featured is an illusion cake created by The Bake King Ben Cullen, or one of Sainsbury’s Taste the Difference products.
The cake-based guessing games are voiced by Stephen Fry, directed by Joseph Mann and produced by Blink Productions. The idents will also run across Bake Off: The Professionals, The Great British Bake Off, Extra Slice and Junior Bake Off.
Mark Given, Sainsbury’s chief marketing officer, said: “The Great British Bake Off and Sainsbury’s are recognised across the country as quintessential brands that are synonymous with the warmth and personality of the British public and we wanted to emulate that across our advertising.
“This exciting new partnership has given us the perfect opportunity to celebrate and showcase the quality and innovation across our Taste the Difference product range with a lively and interactive twist that will keep the nation guessing!”