Irwins Bakery - Bake off is back!

Bake Off is Back!

This month marked the long-awaited return of everybody’s favourite baking show: The Great British Bake Off. We’ve been watching masterful bakers create tasty tarts and beautiful bakes for 12 years, and this series has been no different. The famous tent welcomed 12 new bakers, each of whom are aiming to impress with their sweet creations. The iconic show’s season 11 finale racked up an impressive 9.2 million viewers, which of course provided an excellent opportunity for companies to get their brands seen during the ad breaks. If you keep your eyes peeled for tonight's episode, you may just spy the latest campaign from our friends and clients at Irwin's Bakery!

Fill it, Toast it, Love it

In the current economic climate of flux and inconsistency, people are looking for comfort. They can find this in brands they know, feel familiar with, and trust. Irwin’s wanted to reconnect with families, adding warmth, trust and innovation to the personality of the brand.  Fill it, Toast it, Love it celebrates all the amazing ways to enjoy Irwin’s products.

It showcases the versatility of the Irwin’s range (and the endless possibilities that come with it) and exclusively features simple meals that do not ooze extravagance. This was a decision made in response to the cost-of-living crisis; one that presents Irwin’s as a staple brand by showing the product’s adaptability and simplicity. The Great British Bake Off is the perfect opportunity to give this campaign the launch it deserved, reaching a large and highly engaged audience that, contextually, is the right fit.

Brand fame is key, but brand ‘common knowledge’ is vital. For example, we know the brand – but do you? Do your friends? Do your colleagues? Mass awareness is building brand fame for Irwin’s but this particular ad spot was key to building brand ‘common knowledge’ in an environment befitting the product.