‘Cake or not cake?’: Sainsbury’s launches biggest ever Bake Off sponsorship

Sainsbury’s Taste the Difference has launched its new sponsorship for The Great British Bake Off called ‘Cake or not cake?’ The largest sponsorship deal in the show’s history.

With ‘Cake or not cake’ advertising agency Wieden+Kennedy London has created a series of idents that invite Britain 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 will be voiced by Stephen Fry and will run across Bake Off: The Professionals, The Great British Bake Off, Extra Slice and Junior Bake Off.

READ MORE: Sainsbury’s to back latest series of Bake Off in ‘largest ever’ sponsorship deal

Sainsbury’s chief marketing officer Mark Given 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!”

Wieden+Kennedy London associate creative directors Philippa Beaumont and Freddy Taylor added: “If you’re sponsoring the Bake Off – you better do something fun.

“We won’t ruin the surprise but we’re excited to add even more incredible cakes into the mix as the broadcast sponsorship continues.”

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