Dr Oetker has launched a new television campaign to coincide with the latest series of The Great British Bake Off.
It is bringing back its popular cake characters, including the Fabulous Baker Boys and Siobhan the Unicorn, as well as introducing a new character called Bianca ‘the soulful smooth buttercream cake’.
The singing cakes advert first airs on Tuesday 27 August during the first episode of Bake Off and will run for 10 weeks throughout the competition.
The campaign includes TV advertising, video on demand and Finecast catch-up TV, supported by a digital campaign, driving traffic to the brand’s GBBO online hub.
Dr Oetker said that over the past three years it had seen a sales increase of 5% over the course of Bake Off, from the first episode to the final. It added the show was a key time for the category as it kicks off the start of the baking season and sees sales strengthen “up to the week before Christmas”.
“GBBO is one of the biggest events in the home baking calendar and we’re thrilled to announce we’ll be back on TV for this key period. Consumers are extremely receptive to baking inspiration during this period and we hope to bring even more excitement to the sector with our lovable cake characters,” said Jan McKee, executive head of marketing UK at Dr Oetker.
“We’re looking forward to this year’s series and it’s exciting to see so many young contestants this time. We know from viewing figures that GBBO has a strong appeal for younger audiences and has helped drive the growing number of millennials engaging with the category.”