Edible advertising for Mr. Kipling

A poster made out-of cakes

For more than half a century Mr. Kipling has been one of the famous traditional cake makers in the UK. JWT London is responsible for the brand-relaunch with a global tagline: Life is Better with Cake. The idea is to reminds Britons that cake brings delight to every occasion. Thus, Mr. Kipling, the agency and the food artist Michelle Kibowo have set up a pop-up edible billboard in London. More than 13.000 cakes have been used to create it. Hostesses have animated the location and finally distributed the creation, piece by piece, to the passers-by.
TitleMr. Kipling Edible Billboard
Campaign Mr. Kipling Edible Billboard
Advertiser Premier Foods
Brand Mr. Kipling

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Billboard
Advertising Manager L....Jo H...ey Subscribers Only
Food Artist Mi....le S...r Subscribers Only

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