Cake or Not Cake?

Sainsbury's – Cake or Not Cake?

The challenge

Create idents for Sainsbury’s sponsorship of The Great British Bake Off.

What we did

Sainsbury’s Taste the Difference has taken over the sponsorship of Channel 4’s The Great British Bake Off. So we created a series of innovative idents which invite Britain to guess if the product featured is an incredible illusion cake created by The Bake King Ben Cullen, or one of Sainsbury’s delicious Taste the Difference products. 

The TV partnership, which is the largest sponsorship deal in the show’s history, kicks off with sponsorship stings across The Great Celebrity Bake Off for Stand Up To Cancer. The series includes contestants such as Olympic gold medalist Sir Mo Farah and singer Ellie Golding and will see the show’s host Matt Lucus switch roles from presenter to contestant. 

The cake-based guessing games are voiced by Stephen Fry, directed by Joseph Mann and produced by Blink Productions. They will also run across Bake Off: The Professionals, The Great British Bake Off, Extra Slice and Junior Bake Off. 

The effects

Check back at a later date for results.

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