How Henkell Freixenet is cashing in on The Great British Bake Off final

Sparkling wine brand Freixenet has been targeting fans of reality TV in the UK this year with sponsorships. Now, it’s taking on one of the nation’s biggest shows.

Freixenet, owned by sparkling wine super-group Henkell Freixenet since 2018, will launch its first prime time TV ad campaign for many years, airing on Tuesday 29 October and running for 8 weeks.

The first advert will air during the final of The Great British Bake Off on Channel 4, and is expected to reach an estimated audience of 15 million.

The Great British Bake Off reaches its agonisingly close finale tonight, with three contestants vying for the title of champion.

Finalists Steph Blackwell, David Atherton, Alice Fevronia must first make a chocolate cake as part of their signature bake, before tackling a soufflé in the technical challenge, before pulling out all the stops showstopper challenge of an edible illusion which represents a significant moment in their lives.

According to Freixenet, which makes Prosecco as well as Cava, the campaign showcases two distinct drinking moments; an everyday after-work drink, which shows actors playing work colleagues sharing the brand’s Cordon Negro; and a party with friends in a bar, where Freixenet’s Prosecco takes centre stage.

It is not the first time Freixenet has seen a marketing opportunity with reality shows. The brand made its TV advertising debut in the UK this year by sponsoring the new series of Channel 4’s Don’t Tell The Bride, spending £400,000 on a tie-in with the show on E4, which will ran for 10 weeks from 1 September.

Lucy Auld, head of marketing, said the new investment “will help us reach our target audience, supporting the category at this key time of year.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

International Marketing

iDealwine.com
Paris, France

Sales & Marketing Executive

Vintage Roots Ltd
Heckfield, Hook, Hants

Trade Marketing Manager

Boisset La Famille des Grands Vins
London, UK

Accountant

Lanka Premium Beverages
Colombo, Sri Lanka

Marketing Executive

IWSC & Club Oenologique
London, UK

Sales Manager

Alliance Wine
Glasgow, UK

Sales Account Manager

Spiritrade
London, UK

Sales and Business Development Manager (Spirits)

Protege International Group Cyprus Ltd
London, UK

Business Developer Europe

Vivino
Copenhagen, Denmark or Haarlem, Netherlands

Wine Sales Administration & Customer Service Assistant

Waddesdon Wine
Waddesdon, Aylesbury, UK

Sangiovese Reset

London,United Kingdom
3rd Mar 2020

Washington State Wine

London,United Kingdom
10th Mar 2020

Prowein 2020

Düsseldorf,Germany
15th Mar 2020
Click to view more