The nation has been talking about one thing this week – the Great British Bake Off. Batter week was epic, but not as epic as the reaction to the news a few days ago that the show will move to Channel 4 next year.The show has fast become a British institution and it's provided brands with baker's dozens of opportunities to piggyback on its popularity. Clearbox's very own Susan Ogonda loves the Bake Off and explains how brands are using it to boost sales.Unless you've been living under a rock for the past few weeks, I'm sure you know about the much-anticipated return of The Great British Bake Off to our TV screens and its subsequent planned move to Channel 4. Just in case you're not aware, Bake Off is a TV baking competition, where amateur bakers from all over the UK compete week after week to impress judges Mary Berry and Paul Hollywood for the coveted title of the nation's best baker.The show has achieved incredible levels of success, attracting around 12 million viewers per episode - an astounding 13.3 million people watched last year's final – making it the most-watched show of the 2015. As if that wasn't enough, it has also produced six books and spin-off shows in 20 countries from South Africa to Thailand.Without a doubt, Bake Off has had a positive impact on the baking industry. Watching the contestants do battle in the Bake Off tent seems to have inspired people all over the UK to create their own masterpieces. According to 'Summit', the UK saw a huge 214% increase in the number of sales of baking products in the 2015 series and a 106% increase in the number of internet searches for bread makers since the show's launch.The BBC is licence fee funded and are therefore restricted by rules that prohibit product placement and sponsorship deals. However, this doesn't stop brands associated with Bake Off from profiting from its success. When Bake Off contestants switched from using KitchenAid to Kenwood mixers, internet searches for the former decreased by 14% while those for the latter increased by 12%.It's not just the baking industry that has benefited from the success of the show. Mary Berry has become quite the fashion icon. Figures released by JD Williams show sales of jackets similar to those she sported on the show soared by 162%, whilst sales of her signature colourful scarves increased by 31% during the 2015 series.Our client Amazon has also noticed a surge in orders for ingredients and equipment from sweet-toothed viewers. Sales of self-raising flour on Amazon.co.uk's Prime Now delivery service increased by 82% and cake mixes by 68% across the UK following the first episode of the new series.The contestants, the judges, the hosts and of course the bakes have made audiences all over the world fall in love with The Great British Bake Off. The show is a great example of how brands can capitalise on engaged and loyal TV viewers. Positive association doesn't just bring awareness to brands but can pique interest in potential customers and lead to financial success.
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