At Lean Mean Fighting Machine London, Unilever asked us to launch a concept to establish 'world baking day'. A day that's completely dedicated to the love of baking. Our solution was a simple one. We took 'planking' to the next level to create something called 'caking'. Yep, you bake a cake, take it some place a cake wouldn't normally associate itself with, photograph it and then upload it to the @worldbakingday communication platforms, like X and Pinterest, accompanied with the #caking hashtag. As a result, the reach was substantial. To drop a few names, Nigella Lawson, Lorraine Pascale and Rachel Allen fully supported the campaign as well as a plethora of notorious food bloggers.
