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.
