Stop ruining Bake Off

Mary Berry – she of the soggy bottom
GREAT British Bake Off is the TV event of the year, but London’s media teams may be sick of the show after just one episode. Hundreds of businesses had the same clever idea of sending out press releases and tweets tenuously linked to the series.

Estate agents eMoov revealed the most expensive British baked goods based on the average property prices in their places of origin. Number one was the iconic Chelsea Bun, with the average house price in the London area standing at over £2m. eMoov chief Russell Quirk added: “Although the Chelsea Bun is delicious, it’s more prestigious image and newfound popularity has pushed up the price.” There are no words.

Retail consultants Conlumino released a reasonably interesting document outlining the overall worth of the UK bakeware industry – £319m. Unfort unately, the Bake-Off hook didn’t quite work due to some rushed spelling errors (unless there’s also a show called Great British Baker Off starting this week).

It’s not just press releases – everyone on Twitter is shoehorning #GBBO into their promotional tweets. Dog-walking app PoochPal asked followers to retweet them “if you want a dog-friendly treats task on #GBBO!”. The post had been retweeted thrice as of last night.

Tenuous tweet of the week went to British Gas when they shared a post about their own smart meters, which automatically send meter readings directly to energy companies. They went with: “If only it could bring you a cup of tea during @BritishBakeOff too, right? #GBBO”. Great, you killed it.