Waitrose to sponsor Channel 4’s The Great British Bake Off

Waitrose has been named as the official broadcast sponsor for Channel 4’s The Great British Bake Off across its upcoming 2024 series.

In a deal brokered by MG OMG, the upmarket retailer will feature around the line up on Channel 4 including The Great British Bake Off, The Great British Bake Off: An Extra Slice, The Great Celebrity Bake Off for Stand Up To Cancer, Bake Off: The Professionals, The Great British Bake Off Festive Specials and Junior Bake Off.

Waitrose will first appear on ‘coming soon’ on-air trails this weekend for the Great Celebrity Bake Off for Stand Up To Cancer.

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The creative is being put together by Saatchi & Saatchi, using the sponsorship line “The Great British Bake Off proudly sponsored by Waitrose”.

Waitrose customer director Nathan Ansell said: “This is a great partnership for Waitrose, Bake Off is a firm favourite with many of our customers. It presents us with an opportunity to share our love of food with a like minded audience.

“There are few other opportunities that could offer the scale and impact of this prime time show, in such a contextually perfect environment, and with a brand tone of voice that complements our own so well.”

It comes as Aldi was named the long-term sponsor of Channel 4’s food programming strands last month.

The discount grocer’s sponsorship spans food programmes such as Come Dine with Me and Jamie Cooks the Seasons.



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