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.

Over seven metres tall, the size of two double decker buses, the installation took over 20 days to build, used 7,500 cakes and weighed half a tonne.

Unveiled to the public at the top of iconic Primrose Hill, BFG looked ‘scrumdiddlyumptious’, featuring Roald Dahl inspired cakes from Mr Kipling including Enormous Croc’s Mud Pies, The BFG’s Strawbunkle and Cream Fancies, George’s Marvellous Lemon & Raspberry Whirls and Mr Fox’s Fantastic Forest Fruit Slices. The stunt has received rave reviews and editorial across national newspapers including The Metro, Mirror online, Daily Star and Unilad.The campaign will be followed up with Blogger outreach with content that includes a time-lapse video of the build and installation.

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