Sainsbury’s Taste the Difference has set in motion its latest promotional campaign as part of its flagship deal to sponsor Channel 4’s Great British Bake Off.
‘Cake or not cake’, a project overseen by London agency Wieden+Kennedy, seeks to capitalise on the viral social media trend of ‘Cake or fake’ guessing videos.
Sainsbury’s Taste the Difference has put its own twist on the famous online game, by creating a series of innovative idents which will invite the public to guess whether the product is an illusory cake created by ‘The Bake King’, Ben Cullen, or one of the products from the Taste the Difference range.
The guessing games will be voiced by award-winning actor and presenter Stephen Fry and will run across Bake Off: The Professionals, The Great British Bake Off, Extra Slice and Junior Bake Off.
The Bake Off’s partnership with the grocery retailer is said to be the largest in the show’s history, and Sainsbury’s will certainly be hoping to tap into its vast viewership base, with the culinary show being the most watched non-scripted series by young viewers on UK TV last year, registering an average 16–34 audience of 1.9 million.
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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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