Top marketing campaigns and news: October-November

Henkell Freixenet cashed in on The Great British Bake Off final

(Photo: Channel 4)

Sparkling wine brand Freixenet has been targeting fans of reality TV in the UK this year with sponsorships.

Freixenet, owned by sparkling wine super-group Henkell Freixenet since 2018, aired its first prime time TV ad campaign for many years on Tuesday 29 October during the final of this year’s Great British Bake Off.

The finale was watched by an average live audience of 6.9 million viewers, according to overnight figures. This is down on the 7.5 million people who tuned in to last year’s finale live, and less than half of the anticipated 15 million Freixenet said it hoped to reach, but overnight figures don’t include catch-up services.

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.

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