Great British Bake Off takes shape as two brands sign up
Now the Great British Bake Off has broken away from the ad-free shackles of the BBC, the sky is the limit when it comes to sponsorship opportunities. And this week its new home Channel 4 revealed Lyle’s Golden Syrup and Dr. Oetker to be the new official broadcast sponsors for the popular show, which is set to return to screens later this year.
Channel 4 bought the rights for the cookery show in a £75m deal last year and there were initial fears that they could make it too commercial. However, by only allowing bakery brands in as sponsors you could argue that Channel 4 is ensuring the show doesn’t stray too far from its roots.
The new iteration of the Great British Bake Off will also remain free of product placement in a move Channel 4 says will ensure its “integrity”.
“We’ve had such a great response from a huge range of advertisers wanting to feature in the series, including our new cross-platform superspots and the creative launch ad break,” says Jonathan Allan, sales director at Channel 4.
But with such a “great response” from brands, no one would be surprised if Channel 4 soon has a re-think on how many sponsors it lets on board. That product placement ban might also be lifted come the second series.
KFC in deep fried trouble as complaints stack up
Fast food giant KFC was hoping a focus on quality could help to shift brand perceptions, but its latest campaign has so far been marred by controversy.
KFC’s new ‘The Whole Chicken’ ad (the first since switching its ad agency from BBH to Mother) features a confident chicken strutting her stuff to ‘X Gon’ Give It To Ya’ by rap legend DMX. However, the ad is now facing the possibility of an investigation by the Advertising Standards Authority after it received more than 250 complaints from members of the public.
These include complaints around the depiction of chickens being “offensive and distressing” for vegetarians, vegans and children. Some also claim the campaign is “misleading” because it features healthy, older looking chickens that complainants believe misrepresent the age, quality and living conditions of actual KFC chickens.
Marketing Week columnist Mark Ritson has also been a vocal critic after he said the campaign was an error, because it painted over KFC’s questionable history around animal welfare.
Whatever the outcome, don’t expect to see Burger King or McDonald’s introducing dancing cows to their TV advertising any time soon.