Social media marketing company Socialbakers has been looking into the brands interacting with this year’s Great British Bake Off on social media. Besides its sponsors Dr Oetker, the main players are supermarket and food brands, though wellness brands also feature regularly.
In a less cookie-cutter approach adult toy company LoveHoney has also jumped on the #GBBO bandwagon in the last week, pushing Bake Off-related Instagram content in order to reach its target audience. It’s enough to make Mary Berry blush, that’s for sure…
Some key takeaways:
Wellness: Contrary to Pastry Week’s gallons of ghee, wellness brands such as Holland & Barrett and Weight Watchers, wellness influencer Dr Hazel Wallace (The Food Medic), and even MyProtein offered up healthier alternatives for their hard-working GBBO content
Supermarket wars: Discount retailer Aldi goes up against Asda and Tesco, as well as high-end rivals Ocado and M&S in the fight for the most engaging Bake Off content on Facebook (the most engaging was Ocado’s plum and chestnut tart recipe on Instagram, with 4.55 interactions per 1000 followers)
Fun and games: Perhaps the most surprising brand interacting with #GBBO is LoveHoney, whose “sausage roll” pun on Instagram raked in 28.71 interactions per 1000 followers – the second most engaging post by a brand