Mr Kipling has unleashed the next stage of its new-look ad campaign, with a mix of print and experiential advertising, with the firm literally building a hulking poster from cake.
The scheme, the brainchild of JWT London, left the creators with a literal mountain to climb as they were tasked with constructing the poster with 13,360 Mr Kipling cakes.
After the build, the public was invited to eat the poster outside Westfield, Shephards Bush, where it was erected, at noon on Thursday.
Lisa-Jo Harvey, senior brand manager of Premier Foods, said: “We can’t think of a better way to show people that life is better with cake than to create an edible poster made out of thousands of our exceedingly good cakes.”
David Masterman, creative director of JWT London added: “If Mr Kipling himself was doing a poster, he'd make it out of cake.”
Outside Line, Media agency Carat and Cirkle were also involved in the process to bring the edible poster to the public.
Last week the beloved British cake-maker launched the ‘Life is better with Cake’ campaign, also crafted by JWT London, to remind the public just how much a cake of any shape or size can brighten up anyone’s’ day.