Human humour bonds with the joy of cooking in Waitrose’s delicious series of idents called The Baker’s Conscience for Channel 4’s The Great British Bake Off in the UK.
The very relatable idents, by Saatchi & Saatchi UK, show the challenges, successes, and results of a selection of amateur bakers in the kitchen – told through their humorous internal monologues. Those inner voices defy recipes and second guess steps taken. The characters add more chocolate to a cake to ensure they win a cake sale. Fill a sponge roll with extra cream and spar with their inner voice about to opening the oven sooner than instructed.
The idents, directed by Florence Winter Hill, are a light-hearted view of the nation’s love of baking, highlighting that giving it a go leads to confident cooking. The campaign is the second instalment of creative idents in Waitrose’s partnership with Channel 4’s Great British Bake Off.
Franki Goodwin, chief creative officer, Saatchi & Saatchi UK, stated, “Baking is a funny thing. There’s something about a recipe telling you what to do that ignites an inner rebellion in people who are more natural cooks than bakers. This is why Bake Off is so fun to watch, and this insight has been so fun to write to. We’d been looking for the perfect opportunity to work with Florence since she was part of our New Creators Showcase in 2023, and this was most definitely it. We hope they bring some extra Waitrose joy to this year’s show.”
Nathan Ansell, customer director at Waitrose, added, “Bake Off is a firm favourite with many of our food-loving customers, so we are delighted to continue our partnership and to have the opportunity to share our food with a like-minded audience. This campaign has moments that everyone can relate to and shows the absolute joy that comes from creating something from scratch in the kitchen, disaster or not – it’s always fun when food is involved.”
The idents began with the launch of The Great British Bake Off’s new season on September 24, and are running on linear TV, and BVOD starting today. Manning Gottlieb OMD negotiated the sponsorship.
Credits:
Agency: Saatchi & Saatchi
Chief Creative Officer: Franki Goodwin
Creative Directors: Brodie King & Ali Dickinson
Art Director: Heath Sims
Copywriter: Sam Pascoe
Managing Partner: Alice Flanagan
Business Leader: Paul McHugh
Account Director: Sarah Covill
Account Manager: Simran Randhawa
Strategy Director: Ophelia Stimpson
Head of Integrated Production: Rachel Solomon
Executive Producer: Jodie Sibson
Integrated Producer: Libby Cavenett
Client: Waitrose
Advertising Lead: Joanne Massey
Advertising Manager: Vinay Patel
