The World’s First Tweetable Cake

The Brief

Belling is a well-known and much-loved heritage British appliance manufacturer. Umpf’s brief was to create a social media campaign with PR value to celebrate its 100th birthday and support Belling’s sponsorship at the BBC Good Food Show. Objectives:
•    Highlight Belling’s heritage in its centenary year
•    Create an online buzz via social media
•    Create a physical buzz at the BBC Good Food Show
•    Bridge the gap between the digital and physical worlds

Our Response

To celebrate British appliance manufacturer brand Belling’s 100th birthday in 2012, we created the ‘World’s First Tweetable Cake’ – an enormous birthday cake positioned as the focal point of Belling’s stand at the BBC Good Food Show Winter.

The cake, standing at 6 feet tall by 6 feet wide, was designed and created by cake sculptor Connie Viney.  It was iced in patriotic red, white and blue designs depicting historic milestones from the past 100 years – thereby communicating Belling’s century-long history as a trusted British brand.

Our primary strategy was to use our Twitter and Facebook communities to raise awareness of the campaign and encourage people to send their messages using the #Belling100Years hashtag.

Initially, Belling’s Facebook community was asked to nominate historical events from the last decade.  Over 85 individual events from the last ten years were crowdsourced through the Belling Facebook page.  These events were then put to a public Facebook vote and the top five moments were added to the cake’s design.

We supported this with a media relations campaign which targeted traditional and online media to spread the word and encourage the public to Tweet the cake.

The cake took centre stage at the BBC Good Food Show at Birmingham’s NEC in November 2012 where the interactive element really came to life.

Umpf created a program which harvested Tweeted birthday messages using our hashtag, then, in real time, printed them on edible paper, using edible ink – in effect, Tweets you could eat. These Tweets helped decorate the cake with edible messages.

Connie-Viney-Belling-100-Years-edible-tweetsThe cake created a real buzz around the Good Food Show, attracting attention from visitors to the show, media, other exhibitors and key influencers such as TV chefs James Martin, Lisa Faulkner, Paul Hollywood and Brian Turner.

Traditional word-of-mouth and face-to-face consumer engagement also spread the message on-site at the BBC Good Food Show.


Brian Turner and Connie Viney with Bellings 100 year cake 440

•    An estimated audience of 60,000 people seeing the cake on the Belling stand.

•    Tweets using the campaign hashtag #Belling100Years – both from people engaging with the brand at the show and others who had heard of the campaign – created in excess of 165,000 impressions over the course of the show.

•    The campaign also made a splash with national and trade media. Metro covered the cake story with a picture lead, alongside a variety of other national trade, marketing and online titles. Estimated audience reach for our social media campaign was in excess of 1.2million.

•    Key messages such as ‘Belling’s centenary year’ were conveyed not just in media coverage, but in the campaign hashtag #Belling100Years, while the cake itself depicted, visually, the last 100 years of Belling’s history.

•    The cake provided a visually stunning centre-point on the Belling stand and created not just a talking point but an interactive, experiential device for show visitors.

•    Belling Facebook and Twitter fans increased significantly during the three-month campaign period.

Belling 100 year cake opening morning BBC Good Food Show 440

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