5 Ways Your Business Can Tie-In With Great British Bake-Off

Wooden spoons at the ready, people: The Great British Bake Off is returning to our TV screens tonight (13th September 2022).

Returning for its thirteenth series and hosted by Noel Fielding and Matt Lucas, this year's edition of the cult baking show will see a new batch of budding culinary superstars compete to impress Paul Hollywood and Prue Leith.


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Whether you're a hardcore fan or completely non-plussed (for truly, there are no in-betweens when it comes to Bake Off), we have a whole range of ways your business can 'rise' to the challenge and get involved in the baking frenzy that's set to sweep across the country over the coming weeks. 

Why Should Your Business Get Involved In The GBBO Hype?

Involving your brand in a hot topic will help your business appear relevant and current, with its finger on the pulse of what's going on. On a more fundamental level, baking is also a very positive activity to align your business with.

Research has shown a third of Brits use baking as a means to help them destress after a long day at work, with the soothing process of mixing ingredients and kneading dough combined with the satisfaction of making something resulting in happy cooks across the country.

Why Should Your Business Plan Marketing Activity Around Pop Culture?

Whilst it's an obvious fit for foodie brands, a Bake Off tie-in can also have a positive impact for a whole range of businesses. After all, most people like - nay, love! - cake, with GBBO offering a positive, feel-good pop-culture buzz for your business to get involved with.

So with that in mind, precisely which type of business can make the most of tying in with GBBO and the excitement surrounding the show? 

  • Companies that target customers with an interest in home-based hobbies: Budding bakers who are feeling inspired by the show will relish the opportunity to whip up their own edible masterpieces, inspired by Paul, Prue and the gang.
  • Kitchen brands: Whether you sell or fit beautiful kitchens, or related appliances, a TV show that's set within the cook-space is a no-brainer to get involved with. 
  • Younger audiences: Tap into that millennial market by providing a younger-facing demographic with the kitchen tools they might not have the budget to stretch to otherwise. You could even pair your giveaways with branded recipe cards to encourage them to whip up their very own culinary storm!

Anyway - prepare yourself for a quintet of tasty ideas to get your branding deliciously on point.

Ready, set, bake...

#1 Help Customers Mix-Up A Storm With A Branded Wooden Spoon

"A wooden spoon?" we hear you cry. "That's not sexy. That's not cool. Who cares about a spoon?" Sure, emotive feelings about spoons are few and far between - but the reality is this. A wooden spoon is a highly practical kitchen essential, which your customers will turn to time-after-time in their kitchen-based pursuits.

With that in mind, the humble promotional wooden spoon becomes a powerful marketing tool when it features the name or logo of your business printed on to its handle. The result? Brand awareness every time your customers reach for it - clever, we know.

#2 Appeal To An Eco-Minded Demographic With Branded Bamboo Cookware

Our Small Bamboo Chopping Boards can be ordered from just 50 units and are impeccably engraved with your logo for brand visibility with every use. 

Whether they're used for dough kneading, fruit prep or perhaps even just to add a smart finish to a show-home kitchen, this classic culinary must-have is a long-lasting merchandise option that offers practical awareness for your brand. 

#3 Become A Kitchen Staple With Logo-Printed Timers

Want to provide an endlessly useful kitchen gadget that your customers can use over and over again? Search no further than our branded timers, which offer a generous amount of space for your artwork. 

#4 Your Branding, To A Tea

Tea towels! Whether you're a baking pro or a butter-fingered wannabe, they're a cook-space essential. Our promotional tea towels offer dazzling awareness potential for your business, with your artwork printed in beautiful full-colour.

Whether they're used for sweeping up crumbs or wiping away spilt milk, one thing is for sure: your customers won't be able to ignore your brand message with these vibrantly printed tea towels!

#5 If All Else Fails, Use It As An Opportunity For Cake!

Want to provide a sweet treat for your colleagues that can also add a flourish of corporate pride to your office? Look no further than these logo-topped cupcakes. 

Whether you order them in for an office party or want to add an impressive sweet touch to an industry event your business is holding, these tasty treats will go down a storm - and there's no baking required. (Well, from yourself, at least.) Let them eat cake and all that, no? 

Alternatively, our branded biscuit packs might make a great option for hospitality settings: printed with your logo to the wrapper, they're perfect for putting in hotel rooms, giving away via event gift bags or having on-tap in cafes and restaurants. 

 We've got a huge range of promotional homeware products that are ready for you to order with your logo today. Photo by Calum Lewis on Unsplash.

Written by

Katie Clark | Head of Digital Marketing

With over a decade in print and digital journalism, Katie possesses a wide skill-set that incorporates everything from SEO to PR. Joining the team in early 2019, her expertise lies in writing sparkling copy about promotional merchandise and related topics, as well as managing social media activity and developing creative solutions to keep the Total Merchandise brand at the forefront of people’s minds. With a background that includes event-planning and volunteering for charitable organisations, she has a first-hand appreciation for the needs and questions a customer might have when acquiring promotional products for their organisation. In her spare time, she loves reading, going to the cinema and learning to cook.

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