Aldi sponsors Channel 4’s The Great British Bake Off

1 September 2020

Channel 4 today announces supermarket Aldi is the exclusive broadcast sponsor of The Great British Bake Off in 2020.

The sponsorship package includes the upcoming eleventh series of The Great British Bake Off which welcomes actor, writer and comedian Matt Lucas to the Bake Off tent, alongside Noel Fielding and judges Prue Leith and Paul Hollywood; Bake Off: An Extra Slice presented by Jo Brand with Tom Allen; the festive specials and Junior Bake Off hosted by Harry Hill with judges Rav Gill and Liam Charles.

4Sales’ regional team in Manchester were responsible for brokering the deal with Aldi’s agency McCann UK. The agency is also behind the sponsorship creative which centres around the Aldi Gingerbread Family

Jonathan Lewis, Head of Digital & Partnership Innovation, Channel 4 said: “We’re really looking forward to celebrating the return of Bake Off’s much-needed warmth and fun this year with Aldi. This significant new partnership provides the perfect opportunity for Aldi to continue its mission to champion British quality with a show that showcases the very best of British baking.”

Sean McGinty, Marketing Director, Aldi UK said: “The Great British Bake Off is the perfect partner for Aldi. The ‘feelgood’ show appeals to all ages, and underpins Aldi’s quality positioning and light hearted tone. We’re looking forward to celebrating creativity and innovation in the kitchen with some of the best amateur bakers in the UK!”

Series 10 of The Great British Bake Off was the second biggest series of 2019 for young viewers across all channels attracting a massive 60.1% share of Channel 4’s key demographic of 16-34 year olds.

The series drew an impressive average audience of 9.0 million viewers per episode and a 35.6% share of the viewing audience – peaking at 9.8m and a 37.6% share for the final episode.

The Great British Bake Off is a Love Production for Channel 4.

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