Help the nation celebrate key national moments with Tesco finest* products.
PEOPLE FIRST INSIGHT:
Her Majesty’s 90th birthday was a big talking point and triggered a huge number of celebrations up and down the country but for most people, the older we get, the less it seems we celebrate our big birthday milestones. Everyone deserves a fabulous cake to celebrate special occasions.
We helped upgrade the nation’s birthdays by partnering with Master Patissier, Eric Lanlard, to create a limited edition finest* Cake Fit For A Queen to coincide with Britain’s oldest monarch turning 90 this year.
Inspired by Her Majesty, Eric created a cake with flavours the Queen is said to love, beautifully decorated with a detailed rose pattern. To promote the partnership, we captured photography of the cake and Eric and packaged this together with interviews to target relevant sections in the women’s press.
17,000 cakes were made and sold for 3 weeks nationwide with Eric even hosting a cake decorating master class with influential food bloggers to showcase his top tips while offering a ‘first taste’ of the Cake Fit For A Queen.
We conducted social listening looking for people up and down the UK celebrating their 90thbirthday and sent them special ‘Cake Fit For A Queen’ hampers to wish them well.
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