“Sweet Relief”: Here’s Why Season 15 of Bake Off Is More Whimsical Than Ever

At this point, the annual launch of a new series of Bake Off is a nationwide ritual. Like the sight of the first autumnal leaves falling from the trees, Noel Fielding’s first ‘soggy bottom’ innuendo serves as an effective reminder to pop the kettle on, get comfortable, and tuck into some biscuits because the nights are drawing in. 

4creative, Channel 4’s in-house creative agency, have the enviable job of gently reminding the British public that this ritual is about to begin anew. Ahead of season 15’s opener on Tuesday 24th, we’ve been treated to a gorgeously-realised 2D animated vision of Fielding, alongside joyous co-presenter Alison Hammond, transformed into a butterfly and a bee respectively as they re-enter the cheery, whimsical, and wondrous world of Bake Off. Now, a new phase of the campaign is beginning with buses and taxis adorned with Bake Off-themed iconography set to travel around the UK. 

To find out more about this year’s ad campaign – and reflect on the unique job of promoting The Great British Bake Off more broadly – LBB’s Adam Bennett caught up with 4creative’s deputy ECD Lex Down… 

LBB> This year’s Bake Off ads are leaning into whimsey and light-hearted fun – why was that the tone you wanted to adopt? 

Lex> There’s a lot in the world that feels bleak right now, and Bake Off gives people a much-needed break from that doom and gloom. So, we wanted the ads to do the same.

LBB> A lot of cooking shows are intense and fiery in the tone they project (Masterchef, anything with Gordon Ramsey). Why is Bake Off so different? 

Lex> Because it doesn’t take itself too seriously. It’s filmed in a big tent, plonked in the countryside, with no airs and graces. It might be a competition with extremely talented bakers, but it’s underpinned with human stories, kindness, warmth, and humour. 

LBB> Why did you want to go with the animated, fantastical aesthetic this year? 

Lex> Full animation is different for Bake Off, and different is always good. We also thought that sandwiched amongst a load of fast cuts, crash zooms and gritty realism, the joyous nostalgia would stand-out.

LBB> The bus and taxi are adorned with positivity-themed pin badges – what’s the thinking behind that and the messages they share? 

Lex> The pin badges are where the campaign started. We knew the UK election was going to be held in the ‘second half of the year’, the US election in November, and that 2024 is notable for the number of elections happening. 

Political campaigning is so ugly these days, shock tactics, slamming opponents, and so much hate. Despite being a competition, Bake Off is the antithesis of that. That’s why we knew from the first ‘Flour Power’ badge that we wanted our campaign to give people ‘Hope and Handshakes’ and to ‘Sprinkle Joy’.

LBB> It’s interesting how Bake Off appeals to fans across demographics and age groups – a rarity in today’s hyper-targeted and personalised media world. Does that make it more challenging for you to put together ads which also cater to a really wide variety of people? 

Lex> It certainly can do. That was part of the reason to go with single cel animation. For older audiences it harks back to their childhood, but younger audiences appreciate how different the hand-drawn aesthetic is from slick digital graphics. A media mix skewed to different age groups including plenty of digital content (check-out the wonderful SNAP Lens game) alongside on-air, out-of-home and Spotify to help us reach a wide audience.

LBB> Sammy Davis Jnr’s ‘Sweet Gingerbread Man’ worked a treat as a musical backdrop for the ad. How did you know that would be the right song choice to go with?  

Lex> Sammy Davis Jnr has such a warm and iconic voice. The song itself oozes sunshine with the bouncing tempo and ‘uh-huh’ refrain. And the lyrics that land as Noel and Alison head towards the tent (can’t think about rainy weather now) couldn’t work better to reinforce the whole concept.

LBB> Finally, why do you think Bake Off has managed to secure such a prominent place at the heart of British viewing habits? It’s rare for a modern show to have such a long run - what’s been driving it? 

Lex> Bake Off knows exactly what it is and doesn’t try to deviate from that. It’s humorous and humble, which is very hard for people to hate on. It’s also scheduled for a time of year where people are warmed by comfort and familiarity like a cuppa and a Bourbon biscuit.