Cake-overs, roadshows and selfie service breakfasts

  • 0
  • October 9, 2015
Beth Hibbert

Beth Hibbert

Digital PR Strategist

Britain went cake crazy this week as we celebrated both the Great British Bake Off finale and National Cake Week. Take a look at some of our favourite baking-related brand campaigns alongside the best of the rest this week.

Three: Time for a ‘Cake-Over’

In honour of the BBC’s GBBO final, Three have given Mary Berry’s local store a very special ‘cake-over’. The brand has swapped its display phones with 16 edible replacements.

A Three spokesperson told Event Magazine, “It certainly brings a whole new meaning to our ‘all you can eat’ tariffs, while acting as a great example of an experiential stunt designed to create topical social content!”

You can read more about the campaign here.


Mr Kipling’s: #FabulouslyFancy hits the road

Mr Kipling’s are taking to the road, just in time for possibly the biggest week in the cake calendar. To promote their newly-launched ‘Fabulous Fancy’, the brand is going on a roadshow with a giant French Fancy, stopping at Westfield London and Manchester on the way.

They’ll be asking passers-by to take a photo of the cake and share using the hashtag #FabulouslyFancy to be in with a chance of winning one of three prizes from the cake’s ‘automatic generator’. The prizes include a year’s supply of Mr Kipling’s goodies, so if you’ve got a bit of a sweet tooth and are in Manchester on 9th or 10th October, then make sure to stop by.

Mr Kipling

Kellogg’s and CHIME FOR CHANGE: #BringColourBack

Kellogg’s Special K have teamed up for the second year running with CHIME FOR CHANGE in a bid to #BringColourBack into the lives of women around the world. Millions of women are living their lives in ‘black and white’ as they are denied education, health and justice and this campaign aims to help these women.

Musician Ellie Goulding will be performing at an exclusive event in London to ‘shine a light’ on the campaign and issues.

As part of the campaign, Kellogg’s are asking the public to share black and white selfies in order to spread awareness and join the conversation online. Ellie will be taking a charity selfie during her performance and encouraging the crowd to do the same.

Show your support for the cause by uploading your black and white selfie using #BringColourBack or uploading here.

Lyle’s: Selfie Service Café Pop-Up

This week saw a pop-up breakfast café take over Covent Garden in a bid to spread morning smiles. Lyle’s Golden Syrup created the world’s first ‘selfie service’ café, giving away free breakfast in exchange for a smiling selfie using the hashtag #SmilesWithLyles.

They recently discovered that over a third of Brits claim they don’t crack a smile before 9am and, according to London Pop Ups, wanted to ‘turn those frowns upside down’.

Here’s some of the Branded3 London team enjoying their free breakfast yesterday morning.


MoonPig: #MoonPigMoments in the ‘Confession Shed’

It’s not all been about food this week though. To promote MoonPig’s flowers and gifts, the brand hosted an experiential event in the form of their ‘Confession Shed’. MoonPig hired gardeners who handed out free flowers to those who went into the shed to take a selfie and share a confession or thank you with someone in their lives.

Armelle Guillet, Moonpig’s customer experience director, said: “We were really excited by the proposal put together by House of Experience and knew it could be a really engaging experience for Moonpig customers new and existing.

“We wanted to explore the power of experiential and are confident that the Moonpig Flower Garden will increase brand and product awareness whilst surprising and delighting the public in central London and Kent, with the overarching aim to promote our beautiful and ever-increasing flower range.”

Read more about the campaign here on PR Examples.


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