Dr. Oetker is returning to TV screens this autumn with a new campaign and refreshed creative designed to coincide with the new series of The Great British Bake Off.
The UK home baking brand is bringing back its popular cake characters, including the Fabulous Baker Boys and Siobhan the Unicorn, to showcase its product range for 10 weeks from 27 August.
Running throughout the Bake Off competition, the seven-figure ATL campaign includes TV advertising, video-on-demand and digital content driving consumers to the Dr. Oetker’s dedicated online hub.
Jan McKee, executive head of UK marketing at Dr. Oetker, said: “The Great British Bake Off is one of the biggest events in the home baking calendar and we’re thrilled to announce we’ll be back on TV for this key period. Consumers are extremely receptive to baking inspiration during this period and we hope to bring even more excitement to the sector with our loveable cake characters.
“We’re looking forward to this year’s series and it’s exciting to see so many young contestants this time. We know from viewing figures that Bake Off has a strong appeal with younger audiences and has helped drive the growing number of millennials engaging with the category, which is up +10% from last year [Kantar Worldpanel | Total in home and carried out consumption | 52 w/e 24 March 2019]”.