It’s all about the aura

The Great British Bake Off is back, with its ever-glowing (and ever-growing) halo.

The halo happens when the powerful pull of one ‘thing’ leads us to purchase another, and certainly no other TV show has lit up so many other brands for so long. From fridges to flour, mixers to marzipan, everything home-baking basks in the GBBO glow.

With its move to Channel 4, advertisers will be banking on picking up more crumbs from under the Bake Off table than ever before. They’re certainly paying a pretty price for the opportunity.

There’s no question that the halo effect is a marketing dream, and here at Product of the Year we’re pretty proud of our own enviable aura. Inevitably, the innovations which earn our eye-catching stamp of approval give off a winning glow which others bask in. Almost nine in 10 shoppers is more likely to buy a product that has won Product of the Year and being crowned one of our winners translates to an average sales bump of 10-15%. The right to use our logo for a full year after a win, on packaging, advertising and all marketing material, allows new innovations to shine out from the shelves. Clustering other products from the same range around the winner makes simple display – and sales – sense.

Asda saw a 50% increase in sales following a win for its Butchers Selection Pulled Pork, with an uplift of around 15% for the rest of the BBQ range.

Pantene RepaAsda Pulled Porkir & Protect, which saw a huge 125% boost to sales after its win, also had a noticeable impact on the rest of the Pantene range.

Like all the best angels, we work hard for our halo, with winners benefiting from our powerful marketing campaigns, as well as their own. Not only do we work with our media partners at The Sun, Netmums and Woman’s Own, reaching millions of potential customers, for the past two years #productoftheyear has also trended on Twitter during our awards party and our social media team continues to spread the good news throughout the year.

Those most aware of the Product of the Year halo are of course our previous winners. No wonder then that nine in 10 say they will definitely enter again.
If you want to feel our aura, it’s now your last chance to enter the 2018 awards. If you think you may have a great innovation, why not give it a glow?

• If you haven’t entered yet, please contact Product of the Year’s Managing Director, Helga Slater, at helga@productoftheyear.co.uk. With our Jury Day on September 13, don’t delay.

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