Last week a huge 10.4 million people tuned into start of the latest series of The Great British Bake Off – the most successful launch episode in its history. Twitter went crazy and supermarkets saw vanilla pods fly off the shelves! Here we take a look at which retail brands have been quick to harness Bake Off fever - and the emotions they’re playing to...
Tesco and Lakeland dial up Belonging – making us feel part of the fun
These retailers launched campaigns with weekly challenges and prizes to help shoppers get their own slice of Bake Off excitement; meanwhile prompting them to try something new. Creating their own hashtags and encouraging shoppers to share their creations helps these retailers build stronger connections with customers and their passions!
NOTHS tapping into our Freedom Driver by inspiring the not-so-strong bakers amongst us to attempt new things!
Not On The High Street’s email campaign was timely, arriving in our inbox just after the show. Its focus on the gorgeous, personalised product you could use to accompany your ‘not so perfect’ creations, plus an array of baking kits, opens up a world of possibilities for learners.
Even fashion brands are getting in on the Bake Off action
Topshop, Debenhams, Boohoo.com and House of Fraser (to name but a few) have all harnessed their customers’ passion for baking - stoking the social media frenzy with fun, timely Bake Off conversations. Ingeniously, Topshop has even managed to link its take on the show to fashion!