Channel 4 Covers the UK in Cake as It Welcomes Back Gbbo

Themed around the tagline ‘Life’s looking sweeter’, the campaign turns lorries into Battenburg and features a 78ft high show-stopper bake on Argyle Street in Glasgow to celebrate the return of The Great British Bake Off to our screens. 

The campaign consists of a series of installations, TV ads, and even digital cake-inspired weather reports. Digital screens in cities including Leeds, London, Glasgow and Manchester depict the local weather conditions in real time via reports that feature a Bake Off twist.

Channel 4 has also created a bespoke AR lens that enables users on Snapchat and Instagram to have fun turning themselves into an array of bakes.

Previous campaigns for the show have also focused on bringing the Bake Off cakes to life. “In years past Bake Off has served up some big fantasy ads – from singing cakes to Cookie Monsters and oven-ready miners,” says Lynsey Atkin, ECD, 4creative. “This year, rather than escaping our world completely, we wanted to merely improve it after a tough 12 months – with layers of buttercream and a collision of fun elements in typical DIY Bake Off style.”

The show returned to Channel 4 last night and saw 10.6 million tune in. 


Agency: 4creative

ECD: Lynsey Atkin

Creative Directors: Chris Wood, Zoe Nash, Sali Horsey

Director: Robin Mahony

Director Social: James Henry

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