Housewares Business-to-business magazine for housewares retailers and their suppliers
Channel 4 today (Monday July 24) announced that Lyle’s Golden Syrup and Dr. Oetker’s range of home baking products will be the sponsors of ‘The Great British Bake Off.
The popular TV show is set to return to the small screen this autumn for its eighth series, moving from BBC One to its new home at Channel 4.
The seven-figure dual partnership for 2017 includes the spin-off show ‘Bake Off: An Extra Slice’ presented by comedian Jo Brand, as well as festive episodes.
The partnership with Lyle’s Golden Syrup builds on the success of its sponsorship of weekend mornings on Channel 4 in 2016, which marked its return to TV advertising for the first time in 25 years.
Dr. Oetker’s sponsorship represents the first time that the baking brand has sponsored primetime TV programming.
Channel 4 sales director Jonathan Allan said: “We’re looking forward to celebrating the nation’s love of baking with Lyle’s Golden Syrup and Dr. Oetker, for the hotly anticipated return of ‘Bake Off’.
“We’ve had such a great response from a huge range of advertisers wanting to feature in the series, including our new cross-platform superspots and the creative launch ad-break. We’re excited about working with them all ahead of the launch of the biggest show on TV this autumn.”
The show will be fronted by restaurateur, food writer and novelist Prue Leith; artisan baker Paul Hollywood; presenter, comedian and writer Sandi Toksvig OBE; and comedian and actor Noel Fielding, who will oversee the efforts of the 12 amateur baker contestants.
Tate & Lyle Sugars European marketing director Tamas Fuzer commented: “We’re proud to announce Lyle’s Golden Syrup as joint broadcast sponsor of the beloved ‘The Great British Bake Off’ for 2017.
“As one of the nation’s favourite kitchen cupboard staples, we’re very excited about the opportunity to join the celebration of the Great British baking obsession and look forward to all the thrills and spills of the forthcoming season.”
Dr. Oetker UK executive head of marketing Jan Mckee added: “We’re delighted to announce Dr. Oetker as the joint exclusive broadcast sponsor of ‘The Great British Bake Off’ for 2017.
“As one of Britain’s favourite baking brands, we’re proud to share the nation’s passion for baking so clearly expressed in the love for the show.
“We’re looking forward to being inspired by this season’s 12 new bakers and hopefully encouraging many more to head to the kitchen to give it a go.”
