Kettering gets a mention in new Great British Bake Off trailer

A trailer for The Great British Bake Off's 2020 return has an unexpected link to Northamptonshire.

The short video shows people desperate to get their hands on a mystery item, asking others if they have got any.

Halfway through the video, a man tells a woman: "Listen, a friend of a friend said she managed to pick some up in Kettering, but it was the last bag."

The mystery item is revealed to be flour when a boy successfully delivers a bag to his nan.

It is not the first time Kettering has been linked with The Great British Bake Off. Kettering born and bred comedian James Acaster appeared on the celebrity Stand Up To Cancer version and created a Wicksteed Park-inspired showstopper.

The trailer for the 2020 series makes light of the flour shortages during lockdown after panic buying stripped supermarket shelves of food and other supplies.

Britian's love for baking is well known and The Great British Bake Off has been one of the country's favourite shows for many years, so it is not surprising that so many people took up baking during lockdown and massively increased the demand for flour.

Lynsey Atkin, executive creative director at 4Creative, said: "Bake Off’s Back - like a well-earned slice of sweet relief in a rather terrible year.

"So this time round, instead of creating another epic ad for the best show on telly, we wanted to tell a smaller story – one about a few people and a whole nation all at once. Because if the last few months have taught us anything, it’s that we, the British public, will do anything for bread."

Bake Off has been praised for being perfect escapism during the British autumn and winter, as viewers tune in once a week to the infamous tent and watch competitors vie for a handshake from judge Paul Hollywood.

Zaid Al-Qassab, chief marketing officer, said: "This year’s Great British Bake Off campaign highlights that baking is about so much more than sustenance – it’s a gift.

"The film illustrates the nation’s joyous love of baking inspired by our shared experience of lockdown in a typically Channel 4 way and we hope it gets viewers as excited as we are for the return of our biggest show!"

Last year's series drew an average audience of 9m viewers an episode and remains one of Channel 4's biggest shows.

You can watch the new trailer here. The Great British Bake Off is returning soon to Channel 4.

Message from the editor:

Thank you for reading this story on our website. While I have your attention, I also have an important request to make of you.

In order for us to continue to provide trusted local news on this free-to-read site, I am asking you to also please purchase a copy of our newspaper.

Our journalists are highly trained and our content is independently regulated by IPSO to some of the highest standards in the world. The dramatic events of 2020 are having a major impact on many of our local valued advertisers and consequently the advertising that we receive. We are now more reliant than ever on you helping us to provide you with news by buying a copy of our newspaper.

Thank you