Introduction

Eleven brokered a one-of-a-kind partnership deal between Cath Kidston and Great British Bake off, the first licensing deal to be done with The Great British Bake Off brand.

We worked closely to bring together the iconic British brand and entertainment property to make something truly exceptional.  Eleven and the Cath Kidston team delved deeply into the very DNA of what makes Bake Off a staple of British entertainment to produce a 42-piece collection.

Product Range

Eleven worked closely with Cath Kidston and Love Production to create a 42 piece, “Show Stopping” range. This was a limited-edition collection, worthy of the world’s finest Star Baker. The collection celebrated the joy of baking, how it brings people together, and its unique community.  The collaboration was a spectacular collection of unique hand-painted prints, showcased across a commemorative collection of tableware, aprons, PJs, clothing, and accessories. 

Marketing

Eleven worked with Love productions and Cath Kidston to implement at 360 degree marking campaign around the release of the product range. 

This Spanned:

Extensive social and paid media campaigns

• Storefront dressing

• In store and point of sale branding.  

• Baking events with press, influencer attendance and Ex-Bake Off talent

• PR/Editorial pieces

Events

Cath Kidston invited 11 of Ex-Bake Off contestants and influencers to participate in an afternoon of baking, showcasing the new Cath Kidston X Bake Off range. The Event resulted in a combined 59 posts resulting in 3.8 million social media impressions.