J. Walter Thompson London

Mr Kipling

Life is better with cake

At the heart of the campaign is the story of a little boy and his imaginary friend – an enormous pink elephant - and the ritual they enjoy before sharing a piece of Mr Kipling cake.

To support the launch of the campaign, we created the world's first poster made entirely out of cake. The edible poster was made from 13,360 Mr Kipling cakes. It was reported all over the world.

We also created multiple renditions of Mr Kipling’s Life is better with cake philosophy. For Halloween it was a pair of ghoulish eyes and for Easter a delightful rabbit.

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