Jason’s Sourdough is set to launch its first national TV advertising campaign.
The brand’s debut advert will air tonight (16 September) on Channel 4 during The Great British Bake Off and run for six weeks. It will be supported by a “multimillion-pound” campaign spanning radio, outdoor, retail activation, press, digital and social.
The campaign would bring “Jason’s passion for sourdough to a nationwide audience”, according to the brand.
Its flagship 30-second spot features Jason’s master baker Jason Geary alongside ‘Sidney’, the bakery’s 45-year-old mother culture.
The advert captured “Jason’s everyday obsessions – from the meticulous care of nurturing the sourdough starter to the precise, attention to detail that goes into every loaf”, the brand said.
It is soundtracked by 1964 track Bread & Butter by The Newbeats.
“This is an exciting time for us,” said Geary. “To see Jason’s Sourdough on national TV, and during Bake Off, feels like a pinch me moment. What started as a family passion for baking has now become the UK’s number one sourdough brand, and this campaign lets us share that obsession of proper sourdough with millions of households across the country.
“Every day, I obsess over Sidney, the beating heart of our bakery and the essence of Jason’s Sourdough. Caring for a sourdough starter is a lifelong commitment – it’s a bit like looking after a real-life Tamagotchi where constant attention and dedication is required. But in return, it gives us something truly special, and we’re thrilled to share this with the nation through our TV campaign.”
The media push comes after Jason’s opened a new £36m custom-built bakery in Leicester earlier this year.
The brand has subsequently embarked on an NPD spree, adding the likes of Sourdough Creations, Everyday Seeded Protein Rolls and Proper Sourdough Crumpets in recent months.
Amid rising demand for less ultra-processed bread, value sales of Jason’s products have more than doubled to £58.3m [NIQ 52 w/e 22 February 2025].
The brand is stocked in retailers including M&S, Tesco and Sainsbury’s.
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