How brands took part in 2015’s "Great British Bake Off" conversation

By Gordon Macmillan
Thursday, 8 October 2015

After 10 weeks of conversation about baking, the “Great British Bake Off” (GBBO) concluded last night on @BBCOne. The #GBBOFinal trended throughout Wednesday and culminated in Nadiya (@BegumNadiya) being crowned the 2015 winner in a tearful final.


Brands played a big part in the conversation throughout this year’s show. Here’s our wrap-up of some of the best of that brand Twitter conversation:

  1. @Tesco

    Tesco did consistently well during this year’s #GBBO. It Tweeted strong content throughout the competition, including images, GIFs, and videos. It cemented that connection with the show on the day of the final as it ran #BakeOn as a Promoted Trend. This provided baking fans with a series of useful tips, which linked through to the baking section of its Tesco Real Food website.




  2. BBC

    As the home of #GBBO, the BBC has shared a wealth of great content on Twitter around the show via numerous channels. It has also made great use of GIFs and Twitter video with entertaining examples shared via @BBCOne, @bbcgoodfood, and @BBCR1, among others.



  3. @Asos, @innocent and @DrOetkerBakes

    Online fashion retailer @ASOS has been involved throughout the current series. Some of its Tweets perfectly explained the appeal of #GBBO and its affection for one contestant in particular.




    This Tweet from @innocent is a good example of how to do a running commentary in a series of Tweets, which also paid homage to a certain baker.



    Similarly, @DrOetkerBakes engaged its baking audience throughout #GBBO with a series of tips and amusing GIFs as well as using questions to generate conversation.


  4. #GBBO inspiration

    Non food-related retailers proved creative this year as they took to Twitter throughout the show to advertise #GBBO inspired products. 



  5. @persiluk and @TheCooperative

    These two Vines from @persiluk and @TheCooperative show how it’s possible for brands from diverse sectors — such as FMCG and finance — to get involved in the #GBBO conversation on Twitter. They also highlight how it really is a conversation that unites so many.


  6. And finally

    The beauty of #GBBO is that it will be back next year, even if that does seem like a long, long time away. It seems only fitting to end on some inspiring words from the winner.