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The Industry-Specific Approach to Influencer Marketing
The tent is up, the ovens are preheated, and the spatulas are at the ready. That’s right, it’s time for another season of the Great British Baking Show!
With no contestants boasting over 10,000 followers, the power of nano influence is strong with these bakers. But that doesn’t mean that brands looking to partner with them can’t earn a handshake from Paul Hollywood on their next campaign.
Collaborations with cooking and kitchen appliance brands are too obvious. So let’s meet this year’s Great British Baking show cast and find out what type of partnership might be most suitable for each member. But first, let’s get to know this year’s hosts.
Noel Fielding is a beloved British comedian and artist known for his distinct fashion sense, quirky sense of humor, and quick wit. Some of you may have first been introduced to him from the viral “Old Gregg” sketches from the mid aughts, but today, it’s hard to associate Fielding with anything other than chumming it up with our favorite amateur bakers in the tent.
Paul Hollywood brings a “no-nonsense” expert perspective to the Great British Baking Show’s judging panel. A legendary baker himself, Hollywood’s straight-shooting critiques and high standards for perfection have become iconic on the show. Contestants and viewers alike admire his honest and sometimes tough feedback, which challenges bakers to push their limits and achieve their best.
Alison Hammond replaces Matt Lucas as host on this season’s Great British Baking Show. A well-known television presenter and personality, Hammond offers a warm and humorous touch to the show that resonates with contestants and viewers. Even though she’s the newest member of the Bake Off family, Hammond’s passion and delightful personality have already endeared her to the show’s biggest fans.
Beyond her involvement in the Great British Baking Show, Prue Leith has enjoyed an illustrious career in the culinary world. She is an accomplished author with numerous cookbooks to her name, and her culinary school, Leith’s School of Food and Wine, has trained countless chefs, adding to her legacy in the industry. As a judge, Leith’s honest and constructive critiques have become invaluable to contestants as they showcase their baking prowess in the tent.
Instagram follower count (as of 10/11/2023): 2,399
Abbi is a delivery driver from Cumbria who likes to grow her own vegetables and forage for ingredients, giving her bakes a unique twist.
As a forager and outdoor enthusiast, brands that might consider partnering with Abbi include:
Instagram follower count (as of 10/11/2023): 2,054
Amos is a grocery and deli manager from North London. As a film, theater, and theme park lover, you can expect Amos’ bakes to have quite the dramatic twist.
Brands that should consider partnering with Amos include:
You can also follow Amos on TikTok.
Instagram follower count (as of 10/11/2023): 2,606
Cristy is a personal assistant and mother of four from East London. She pulls inspiration from her Israeli Heritage and Jamaican roots to inspire her out-of-this-world flavors.
Brands that might consider partnering with Cristy include:
Instagram follower count (as of 10/11/2023): 2,325
Dan is a civil engineer, resource planner, and proud owner of more than 300 cookbooks. The Cheshire resident realized his passion for cooking while on a trip to South America in 2007. When he’s not cooking, he’s hitting the gym or spending time with his three sons.
Brands that should consider partnering with Dan:
Instagram follower count (as of 10/11/2023): 1,930
Dana, an Essex-based data administrator, started cooking at 16. She is her family’s go-to source for celebration cakes and has a cockapoo named Gracie who helps her out in the kitchen.
Some brands that might have success partnering with Dana:
Instagram follower count (as of 10/11/2023): 1,756
Josh is a post-doctoral research associate and rugby enthusiast from Leicestershire. A chemist by trade, Josh brings a scientific precision to the kitchen that helps him get the most out of every bake.
Brands that might partner with Josh include:
Instagram follower count (as of 10/11/2023): 1,239
Keith gets his cooking inspiration from 1970s cookbooks and his poodle Maisie. Even though Keith is this season’s oldest contestant, he isn’t afraid to take some risks in the kitchen.
Brands that should partner with Keith include:
Instagram follower count (as of 10/11/2023): 4,636
Matty is a PE and science teacher from Cambridgeshire. The 28-year-old learned most of his original cooking tricks from watching social media videos. In the coming months, he plans to have his most important bake yet: a wedding cake for his fiance, Laura.
Brands that might partner with Matty include:
You can also follow Matty on TikTok.
Instagram follower count (as of 10/11/2023): 1,613
Nicky is a retiree who enjoys cooking with her nieces and grandchildren. In her free time, she volunteers at a pet therapy clinic and likes to ski.
Nicky doesn’t have much of an Instagram presence right now, as she seemingly joined the platform right before the show’s premiere (good call, Nicky). However, some brands that might consider partnering with her include:
Instagram follower count (as of 10/11/2023): 2,360
Rowan is an English lit major and the youngest contestant in the tent this year. Rowan has a “go big or go home” mentality so don’t expect this young baker to hold anything back this season!
Brands that might partner with Rowan include:
Instagram follower count (as of 10/11/2023): 2,771
This Sri Lankan native discovered her passion for baking when she moved to the UK in 2003. Saku didn’t even have an oven in her home until she was 18. But now, she enjoys baking for her family (and now the world) using home-grown ingredients from her garden.
Brands that should partner with Saku include:
Instagram follower count (as of 10/11/2023): 8,045
Tasha is an adventurous baker who enjoys traveling the world and experiencing the arts. She is the first-ever deaf contestant on the show.
Brands that might consider partnering with Tasha include:
Learn more about influencer marketing: Influencer Marketing 101
Our team keeps a finger on the pulse, so you’re always working with the latest information.
