Experiential marketing to promote Carole Matthews novel sees creation of edible London garden


By John McCarthy, Opinion Editor

April 23, 2015 | 2 min read

To celebrate the launch of Carole Matthews’ novel ‘the Cake Shop in the Garden’ Tin Man Comms, in conjunction with TeaTime Productions, today (thursday 23 April) unveiled an edible garden made from 15 different types of cake in Central London.

Visitors to the cake garden, which took a total of 450 hours to bake, were encouraged to get stuck into a whole host of iced flowers and a wall made from 1,300 slices of fruit loaf grouted with Nutella.

The garden was created using four kilos of icing supplemented with borders of chocolate crumb soil, Battenberg stepping stones, a Swiss-roll bird bath, a lawn dotted with sugar daisies and 300 leaves of edible ivy.

Author Carole Matthews said: “The garden is the place where love, life and family collide for my main character, Faye Merryweather so it was really exciting to bring it to life using cake as it features so prominently throughout the storyline.

“It was certainly one of a kind – and where better for visitors to grab a slice of the action?”

The garden was crafted by award-winning cake designer Rosalind Miller who has engineered cakes for the Ritz, The Goring and Blenheim Palace as celebrity clients.


More from Communications

View all


Industry insights

View all
Add your own content +