Jason’s Sourdough Launches Multi-million National TV Campaign in the UK

Jason’s Sourdough, the UK’s No.1 sourdough brand, is set to launch its first national TV advertising campaign, a multi-million-pound initiative designed to continue the brand’s growth and bring Jason’s Sourdough to even more households across the UK.

The advert will debut tonight on Channel 4 during The Great British Bake Off and run for six weeks. Supported by a fully integrated plan spanning across radio, outdoor, retail activation, press, digital and social, the campaign will bring Jason’s passion for sourdough to a nationwide audience.

Created by Leeds based creative agency Finn Communications, produced by Manchester-based Chief Productions, directed by Olivier Richomme and media planned and booked by Alchemy Media, the advert stars Master Baker Jason Geary alongside Sidney, the bakery’s 45-year-old Mother Culture.

It captures Jason’s everyday obsessions – from the meticulous care of nurturing the sourdough starter to the precise, attention to detail that goes into every loaf – highlighting the dedication behind baking bread that stays true to the brand’s mission of making proper sourdough. Set to the nostalgic 1960s track Bread & Butter by The Newbeats, the ad blends Jason’s calm morning routine with a playful, uplifting energy.

 “This is an exciting time for us.” says Jason Geary, Master Baker at Jason’s Sourdough. “To see Jason’s Sourdough on national TV, and during the Bake Off, feels like a pinch me moment. What started as a family passion for baking has now become the UK’s No.1 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 multi-million-pound campaign will be amplified across multiple channels, with radio reaching national audiences, outdoor activity building presence in high-footfall locations, and retail activation driving awareness in-store. Digital and social will further extend the campaign, ensuring Jason’s Sourdough connects with consumers wherever they are to give them the chance to try the brand for themselves.

This launch builds on the success of Jason’s Sourdough Creations, Jason’s Everyday Seeded Protein Rolls and the introduction of Proper Sourdough Crumpets, as the brand continues to grow its product portfolio. It also follows the opening of Geary’s new GDP36 million custom-built bakery in Leicester announced earlier this year, increasing capacity while staying true to the bakery’s heritage.

The TV campaign reinforces Geary’s mission to combine traditional craft with a modern approach. Focusing on quality over quantity, Jason’s Sourdough products are all made using a 24-hour fermentation process and their unique sourdough starter, creating the signature tang and texture that consumers love.

As appetite for sourdough and premium bakery continues to rise, Jason’s Sourdough remains committed to quality and has cemented its position as the UK’s No.1 Sourdough brand. The launch of its first national TV campaign marks a significant milestone in the brand’s journey, reinforcing its commitment to quality and strengthening its position as a challenger to the major players in the bakery sector.