The outdoor campaign, through London creative agency101, media agency Starcom and media owner JCDecaux, features live fixtures which dispense free cake from 19 specially converted poster sites (promoting the brand's 'snap pack' format, which allows consumers to eat cake 'on the go'.) One bus shelter on London's Tottenham Court Road will also emit the aroma of cake, with a scent spray on the poster site. Each site distributes up to 500 slices of Mr Kipling Angel Slices a day, once a minute, at the touch of a button. (Of course, there's nothing to stop one greedy person gobbling up 500 slices of cake - except, hopes the brand, the line of people forming behind them).
The dispenser ads will also be supported by an experiential campaign through RPM with a specially-developed 'Cakemobile' touring the UKfrom 27th March until 9th May. The Mr Kipling brand is owned by Premier Foods.