The idea of the ‘free cake’ was to deliver the promise of a gift or reward, something that the target recipient would look forward to opening once received. What the recipient actually received was a cake with a large bite piece missing! so not the full reward as promised or expected. OK, it’s just a cake, it got eaten and was enjoyed, but the point was made – imagine if the promise was of excellent year end figures, product turnover or increased profit margins from online sales – but what was actually received was not as promised, less than expected due to the abuse of your brand online?
Cakes hand delivered to named recipients within targeted organisations in and around London. The campaign message ran from the outside of the box through to the ‘reveal’ inside. Each cake, complete with missing ‘bite’ section and iced lettering continued the message. A four page document, strategically positioned on the inside of the lid, introduced the online brand protection proposition and the all important call to action.