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As Channel 4’s The Great British Bake Off returned to our screens last night, Aldi revealed its sponsorship idents.

Created by McCann UK, the idents centre around Aldi’s gingerbread family. The family of four, piped in Aldi’s brand colours take part in series of everyday ‘family’ moments, many of which are easily rectified by putting the kettle on.

The animations are in 15, ten and five second slots. One ten second ident, opens on the gingerbread son balancing on an egg rack, tumbling off and breaking his arm, his upset sister anxiously tells her Mum of her brother’s injury, Mum replies he’ll be fine, I’ll put the kettle on…with the dishevelled son asking for a piece of cake.

Chief creative officer at McCann, Dave Price said; “We wanted to capture that great British spirit and stalwart attitude that a cup of tea and a slice of cake can fix most family mishaps. The tone and sentiment is in keeping with Aldi’s light hearted brand persona and we are confident the family’s unique charm will capture the hearts of the Great British Bake Off viewers.”

4Sales’ regional team in Manchester were responsible for brokering the sponsorship with Aldi’s agency, McCann UK.

The Great British Bake Off is a Love Production for Channel 4, the first episode aired  at 8.15pm on 22nd September.