BFG - Big Friendly Giant

To launch Mr Kipling’s limited edition range of Roald Dahl themed cakes, and on pack promotion, we worked with a leading food artist to create a life sized, edible BFG made entirely from Mr Kipling cakes.Seven metres tall, the installation took 20 days to build, used 7,500 cakes and weighed half a tonne.Unveiled to the public at iconic Primrose Hill, BFG looked ‘scrumdiddlyumptious’ and received rave editorial reviews across the nationals including The Metro, Mirror online, Daily Star and Lad Bible. Content included a time-lapse video of the build and installation. The stunt was called out by Chartered Institute of Marketing as ‘best in class’ and was listed as a Top 10 campaign by marketing portal, Creative Brief.

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