"The Great British Bake Off" - Everybody's Favorites, Chocolate and Pastry Weeks!
22 October 2020 • tvsquared
Jayne Fairchild,
Marketing Manager

Checking in on the latest happenings on “The Great British Bake Off,” Chocolate Week’s showstopper proved to be Sura’s nemesis, as her white chocolate celebration cake was declared to be almost raw and not fit to eat, resulting in her being the fourth baker voted off the show. Following her in Week Five was Linda, whose pastries unfortunately failed in all three disciplines.

As was the case during Chocolate Week, when all the bakers struggled to produce an edible brownie (in what should have been a simple signature bake), Linda had a dire two days: failing to read the pasty brief and creating samosas (good though they were), then running out of time to complete the eclair technical challenge and topped off by a disastrous caged tart showstopper!

Now, it’s time for the latest stats from TVSquared’s real-time analysis! Faring much better in Week Five, after not performing well in the previous two weeks, were the food brands that ran ads during the GBBO breaks.

As TVSquared continues to analyze TV-driven ad performance during GBBO, this week we saw a 4x uplift for Pot Noodle, a 5x increase in responses for Tesco and topping the food brands was HelloFresh, which achieved a 20-fold, post-ad increase in performance.

During Chocolate Week, it was only the luxury food brands that saw a marked uplift in performance, with Lindt Lindor and Nespresso both achieving an 8-fold increase in response.

In the direct-to-consumer (DTC) sector, four brands deserve a particular mention from week’s four and five. Dyson’s Corrale hair straighteners gained a huge 50-fold uplift, followed by Oral B io toothbrush, with a 26x increase, while the Specsavers, “When You’re Smiling,” creative achieved a 10x increase in post-ad responses (it even gave Michael Bublé an 8x boost in search performance), while Oak Furnitureland was the best of the homeware brands, with a 20-fold increase.

Matching that great 20x uplift this week was the trailer for Robert Zemeckis’ adaptation of Roald Dahl’s The Witches, a timely release in time for Halloween!

Next week is a first for “The Great British Bake Off, with the introduction of Japanese Week. Check in for more TV-driven ad-performance trends, but it’s sayonara from me until then!