By Jennifer Faull

As the Great British Bake Off returns to our screens this week, a raft of brands are readying what will be their most important marketing push of the year. For some, the 11-week programme on BBC One – which attracts between 12 and 14 million viewers – will do more for the bottom line than Christmas or Easter and with that has come the creation of job titles such as “chief bake officer” and the roll out of marketing campaigns that have been planned over a year in advance.

However trivial this may seem figures back up such plans, revealing that Read full story ›

Source: The Drum