The Great British Bake Off
OMD UK
Client: Channel 4
But loyal fans noticed the show drifting from its classic roots. Themed weeks like ‘Mexican Week’ and ‘1970s Week’ tried to shake things up but pushed the show further from its core audience. So, in 2025, Channel 4 reset the formula. The show returned with simpler, more traditional challenges, debuting a new “Back to School” week. It brought back childhood favourites and classic school treats (including a Signature Challenge dedicated to the humble but mighty canteen flapjack). We took a multi-channel approach, showing up on the platforms where Bake Off fans already spend their time. By meeting both loyal fans and new audiences in the right places, we raised awareness and drove streaming views by: • Generating FOMO through excitement that Bake Off is back. • Building Connection with in-series narrative, connections with characters, and episode challenges to sustain viewing throughout the series. • Rebranding Tuesdays as Bake Off day to sustain viewing by weighting media delivery around episode releases. We smashed expectations, with the show seeing the strongest viewership in Bake Off history (in 16 series!). Bake Off is back in the mainstream, bigger than ever.