The Great British Bake Off meets marketing strategy: what can we learn?
It’s that time of year again. Autumn draws in, the evenings get darker, the shops start filling up with Christmas decorations far earlier than anyone asked for, and suddenly there’s only one thing to do on a Tuesday evening, put the kettle on and settle in for The Great British Bake Off.
For many of us, it’s become as much a sign that Christmas is on its way as the first festive advert. And while we’re watching contestants battle it out over temperamental pastry and increasingly elaborate showstoppers, there’s quite a lot we can learn from the Bake-Off tent about marketing – and no, we’re not talking about Moyin’s epic ‘hat’ cake failure.
Because much like baking, good marketing isn't simply about having all the right ingredients. It’s about knowing which ones you need, getting the balance right and, importantly, not throwing absolutely everything into the bowl just because it happens to be sitting in the cupboard. And in 2026, that feels particularly relevant.
The marketing cupboard is overflowing. AI, social, creators, PR, paid media, SEO, digital PR, video, podcasts, events, email… there’s an endless list of things brands could be doing. Add a new trend every five minutes and it’s easy to find yourself frantically whisking away without being entirely sure what you’re making. The problem isn't a lack of choice. It’s knowing what deserves a place in the recipe.
Start with the bake, not the ingredients!
Nobody walks into the Bake-Off tent and says, “Right, I’ve got some flour, six eggs and a bit of chocolate, let’s see what happens.” Well, they might. But they probably won't make it very far.
The bakers start with the challenge. They understand what they're being asked to create, then work out what they need to make it happen. Marketing should work in the same way.
Before deciding that you need a new social channel, more content, an influencer campaign or an AI strategy, start with the thing that matters: what are you trying to achieve?
You might want to build awareness, reshape perceptions of your brand, generate demand, support a product launch or simply help people take the next step, all areas where Leopard Co can help, by the way! 😉 Once you’re clear on the outcome, choosing the right ingredients becomes much easier.
The best marketing isn't about doing everything. It’s about making deliberate choices.
PR might build credibility. Paid media might extend reach. Social might create conversation. Content might answer a question or help someone decide. AI might make research, production or personalisation more efficient. The magic happens when those ingredients work together, rather than when you simply have more of them.
And then there’s the human bit…
There’s something else Bake Off gets right, people are what make us care.
We don't watch because we're desperate to see another Victoria sponge. We watch because we get invested in the people making it. We see the nerves, the ambition, the disasters, the celebrations and, occasionally, the slightly devastated look of someone whose meringue has collapsed. Marketing needs that human element too.
As AI makes it easier than ever to produce content, ideas and campaigns at scale, being able to produce something isn't the same as having something worth saying. The brands that stand out won't necessarily be the ones producing the most. They'll be the ones that understand their audience well enough to know what will make them stop, think, feel or act. Technology can help us make the cake. It can't decide whether anyone wants a slice.
So, what's the recipe for 2026?
Perhaps it’s quite simple. Start with the outcome. Understand who you're trying to reach. Choose your ingredients because they have a purpose, not because everyone else is using them. Make sure your channels work together, rather than creating a collection of disconnected activities. And use technology to make good marketing better, rather than simply making more of it.
Because when it comes to marketing, as with Bake Off, there’s a difference between having a lot of ingredients and having a good recipe.
And if you can get the recipe right, you might just have a showstopper.
Just try not to get a soggy bottom.
Want the perfect marketing recipe for your brand? Get in touch with Leopard Co.