London’s streets are lined with sweets as a new outdoor advertising campaign by the British sweets company, Mr. Kipling, dispenses cake to commuters with the simple touch of a button. Advertising Age offered details on this billboard campaign by creative agency 101 London, media agency Starcom, and media owner JCDecaux that literally takes the cake.
The purpose of this outdoor campaign is to promote the company’s new line of cake-to-go products. There are currently 19 sweets-supplying billboards throughout England and Scotland, and a mobile cake van is touring the U.K. through May 9. In addition to dispensing individually wrapped cake slices, the billboards are equipped with a device that sprays the tempting aroma of freshly baked cake as a way to capture the attention of passers-by.
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In today’s increasingly digital world, this campaign shows that with a little old-fashioned creativity, outdoor advertising still offers sweet rewards.
Read the article at Adage,com