We amplified Mr Kipling's ‘Life is Better with Cake’ platform by sparking debate during #nationalcakeweek. As well as research that found 1 in 6 girls snub sex for cake, we also generated widespread awareness of the first ever edible cake billboard. Achieving coverage in every tabloid (four pieces in The Daily Mail alone), we generated 100% key message delivery with video assets creating 200m opportunities to see. The campaign increased 'meaningfulness' by 6%, boosted positive online sentiment by 25% and achieved the brand's highest unit sales peak of the year. All was delivered at a cost of 0.08p per 000 consumers vs industry average £6/000.