Mr. Kipling, a British cake brand, came up with a tasty campaign outside a shopping mall in Westfield, London. The cake producer and the marketing communication agency JWT joined efforts to build the first edible poster made entirely out of cake.
The idea of the campaign is to send a message to consumers, convincing them that “Life is better with cake”. When they walked by the poster, they could take a cake and eat it!
It took 13,360 Mr. Kipling cakes and several hours to build a display that was enjoyed by anyone who dared to take a bite off the poster. The Drum