WE CREATED A CAKE FIT FOR A QUEEN
THE CHALLENGE
Help the nation celebrate key national moments with Tesco finest* products
PEOPLE FIRST INSIGHT
Her Majesty’s 90th birthday was a big talking point and triggered a huge number of celebrations up and down the country but for most people, the older we get, the less it seems we celebrate our big birthday milestones. Everyone deserves a fabulous cake to celebrate special occasions.
THE STORY
We helped upgrade the nation’s birthdays by partnering with Master Patissier, Eric Lanlard, to create a limited edition finest* Cake Fit For A Queen to coincide with Britain’s oldest monarch turning 90 this year.
Inspired by Her Majesty, Eric created a cake with flavours the Queen is said to love, beautifully decorated with a detailed rose pattern. To promote the partnership, we captured photography of the cake and Eric and packaged this together with interviews to target relevant sections in the women’s press.
17,000 cakes were made and sold nationwide with Eric even hosting a cake decorating master class with influential food bloggers to showcase his top tips while offering a ‘first taste’ of the Cake Fit For A Queen.
We conducted social listening looking for people up and down the UK celebrating their 90th birthday and sent them special ‘Cake Fit For A Queen’ hampers to wish them well.
THE OUTCOME
We helped the nation celebrate by producing 17,000 cakes, which were sold nationwide for 3 weeks.
The campaign generated 159 pieces of coverage, achieving 14 pieces of national consumer coverage including The Sun, Daily Mirror and Hello Magazine with an OTS of 135,760,471.