Roald Dahl/Mr Kipling

We worked with a leading food artist to create an arresting media moment – a  life sized, edible BFG made entirely from Mr Kipling cakes.  

The installation took 20 days to build, weighed half a tonne and was unveiled to the public and media at iconic Primrose Hill.  BFG looked ‘scrumdiddlyumptious’ and received rave editorial reviews across the nationals including The Sun, The Metro, Mirror online, Daily Star and Unilad. Content for Blogger outreach included a timelapse video of the build and installation.

The activation was called out by Chartered Institute of Marketing as ‘Best in Class’, was listed as a Top 10 campaign by global marketing portal, Creative Brief and was PR Example’s ‘Campaign of the Month’. 

7,500

The number of cakes it took to make BFG

7m

The height of the edible BFG

+50%

Increase on editorial coverage KPIs

125m

Campaign OTS