The Great British Bake Off mixes those tried and tested ingredients, cookery and competition, and follows in the footsteps of TV staples such as MasterChef & Ready Steady Cook.
So it’s a pleasant surprise to learn that we’ll be filming Holly Bell, a contestant from the recent baking series, who’ll be giving her own steer on all things sweet and sticky for our long time client Lakeland.
Drawing in the interested viewer and giving them free advice, peppered with aspiration and celebrity, is one of the ways marketing teams are adding value on their own channels.
It’s another signal that brands seriously committed to video on their websites and social media channels, are branching out and trying more adventurous and subliminal messaging in their deployment of the medium.
No longer dependent on expensive TV ads or the whim of programme producers, brand managers are doing it for themselves.