In celebration of British cooking brand Belling’s 100th birthday, Umpf was briefed to create a fun and interactive social, PR, and experiential stunt to be implemented on its stand at the BBC Good Food Show.
The brief was to create a social buzz and on-site spectacle, and to encourage interaction with the Belling brand during its centenary celebrations. And so, the tweeting birthday cake was born.
How we did it
We worked with cake sculptor Connie Viney to bring the 6 foot x 6 foot creation to life. Iced in red, white, and blue, it depicted historic milestones from the past 100 years as chosen by Belling’s social media community.
We then created a piece of code which harvested birthday messages tweeted using #Belling100Years. These were printed in real time onto edible paper using edible ink – tweets you could eat. The cake and printer were positioned front and centre on Belling’s stand at the show, and visitors could watch their messages automatically printed to decorate the cake.
At the show, we harnessed support from chefs including James Martin, Paul Hollywood, Lisa Faulkner, and Brian Turner who were photographed with and tweeted to our cake.
An estimated 60,000 show visitors saw the celebratory cake on the Belling stand, and tweets using the hashtag #Belling100Years generated 165,000 impressions over the five-day show period. The campaign was also well-received by printed media, with Metro covering the cake as a picture lead.
face to face brand interactions
opportunities to see the campaign hashtag during the show period
celebrity chefs photographed with our cake