Waitrose is marking the return of The Great British Bake Off with a fresh set of idents celebrating its continued sponsorship of the Channel 4 hit show.
The all-new idents will make their debut when the latest series launches at 8pm tonight.
Created by Saatchi & Saatchi, the short films – titled ‘The Baker’s Conscience’ – celebrate the UK’s love of baking and creativity in the kitchen, showcasing the efforts, challenges and successes of a group of amateur bakers.
Based on the idea that people have an internal monologue that encourages and guides them when cooking at home, the humorous stories centre around two characters as they navigate this voice at different stages of their baking journeys and embrace their creativity.
The campaign is the second instalment of creative idents created by Saatchi & Saatchi to mark Watrose’s partnership with Channel 4’s Great British Bake Off.
“Baking is a funny thing. There’s something about a recipe telling you what to do that ignites an inner rebellion in people who are more natural cooks than bakers,” said Saatchi & Saatchi CCO Franki Goodwin.
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Directed by Florence Winter Hill, the idents are a light-hearted view of the nation’s love of baking, highlighting that getting stuck in leads to confident cooking.
“This is why Bake Off is so fun to watch, and this insight has been so fun to write to,” Goodwin continued.
“We’d been looking for the perfect opportunity to work with Florence since she was part of our new creators showcase in 2023, and this was most definitely it. We hope they bring some extra Waitrose joy to this year’s show.”
Waitrose customer director Nathan Ansell added: “Bake Off is a firm favourite with many of our food-loving customers, so we are delighted to continue our partnership and to have the opportunity to share our food with a like-minded audience.
“This campaign has moments that everyone can relate to and shows the absolute joy that comes from creating something from scratch in the kitchen, disaster or not – it’s always fun when food is involved.”
The concept will be live on Channel 4, linear TV and BVOD. Manning Gottlieb OMD negotiated the sponsorship.
