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Best Event at CIPR Excellence Awards 2016


The Head-Scratcher

How could we create stand out for Carole Matthews 26th novel, The Cake Shop in the Garden? 


The Idea

We knew the target 30+ female audience indexed highly in baking and gardening and the book was launching on St George’s Day. So we created an English country garden made completely out of cake – the World’s first. Four kilos of icing alongside borders of chocolate crumb soil, Battenberg stepping stones, a bird bath lined with Swiss-roll, edible insects, 300 leaves of edible ivy and a lawn dotted with sugar daisies were used in the Willy Wonka-esque wonderland.

The Result

  • The book stormed into The Sunday Times Bestseller list atNo 9, rising to no 6 (the previous novel entered at number 29) and within four weeks sold 54,000 copies, becoming Carole’s best-selling novel ever

  • Publisher Little Brown Book reported a 76% increase book on book

  • 98% of those at the event who hadn’t previously heard of Carole said that they would now be more inclined to buy one of her novels

  • 50 pieces of coverage in two days including 8 nationals

  • The hashtag had a reach of 736,805 people and 2 million impressions on social media


From the Heart…

“Tin Man immediately impressed me with their energy, enthusiasm and creative thinking. They not only worked with us to bring our book launch to life, they exceeded expectations.”

Emma Williams, Senior Brand Manager, Little, Brown Book Group



Mandy Sharp