‘Cake or not cake?’: Sainsbury’s launches biggest ever Bake Off sponsorship

Bake off cake
The cake-based guessing games will be voiced by Stephen Fry
// The cake-based guessing games will be voiced by Stephen Fry

Sainsbury’s Taste the Difference has launched its new sponsorship for The Great British Bake Off called ‘Cake or not cake?’ The largest sponsorship deal in the show’s history.

With ‘Cake or not cake’ advertising agency Wieden+Kennedy London has created a series of idents that invite Britain to guess if the product featured is an illusion cake created by ‘The Bake King’ Ben Cullen or one of Sainsbury’s Taste the Difference products.

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