Channel 4 has launched a new advert for The Great British Bake Off ahead of the show's return later this month.
The playful trailer references the national shortage of flour during the coronavirus lockdown earlier this year as households turned to home baking en masse.
Bake Off's back! Check out our brand new marketing trail launching on-air tonight👇 https://t.co/D9O0cO9iuW#GBBO 2020 is sponsored by @AldiUK https://t.co/vFSDhCSDVs pic.twitter.com/1SWXoztHjI
— Channel 4 Press (@C4Press) September 1, 2020
Filming of the show was delayed by three months due to the pandemic but eventually took place in a coronavirus bubble in July and August, enabling it to be broadcast later this month.
"This year's Great British Bake Off campaign highlights that baking is about so much more than sustenance – it's a gift," said Channel 4's chief marketing officer Zaid Al-Qassab.
"The film illustrates the nation's joyous love of baking inspired by our shared experience of lockdown in a typically Channel 4 way and we hope it gets viewers as excited as we are for the return of our biggest show!"
The broadcaster has also confirmed Aldi as the show's new sponsor.
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