"The Great British Bake Off" - Japanese Bakes and Eighties Classics
06 November 2020 • tvsquared
Jayne Fairchild,
Marketing Manager

We’re back with more insights from the latest episode of “The Great British Bake Off,” as TVSquared continues to analyze TV-driven ad performance and Britain’s best amateur bakers vie for the 2020 Bake Off crown.

Week 6, Japanese Week, saw Lottie crowned as Star Baker after an impressive outing in all three disciplines, particularly her Kawaii cake which judge, Paul Hollywood, said was one of the best sponge cakes he’d ever tasted (high praise indeed!) But where do you go from there? Well, in Lottie’s case, it was downhill all the way, resulting in her being voted out of the tent, just one week later, after a disastrous 1980s Classics Week!

Matching her success in Week 6 was the ad for the iPad air, which saw a 31x rise in post-ad response, and making a mark in the auto sector, Volkswagen gained almost a 20-fold uplift after its all electric ID.3 creative aired.

In Week 7, though filmed this summer on the hottest day of the year, we saw the first of this year’s seasonal ads appearing in force! While the bakers, suffering from the heat, turned back time to create such 1980s classics as quiches, finger doughnuts and ice cream cakes, the likes of toy giant Lego, and luxury brand Chanel No.5 saw their latest ads resulting in a 6x and 20x post-ad uplift in response, respectively.

In the food and beverage retail sector, Aldi’s new Christmas adventure for Kevin the Carrot proved popular, gaining a 15-fold increase in interest, while the Italian classic, Disaronno, saw a 7x uplift.

Meanwhile, winning the accolade of “Star Baker” for this week was Hermine (my pick to win the series title), and as the final five head toward the quarter-final, I’m keeping my (doughnut) fingers crossed that she doesn’t suffer the “Star Baker Curse” and exit next week!