Let them eat cake! Winner: PR Event of the Year CIPR 2016

Team Tin Man is suffering from somewhat of a sugar hangover, following the success of the world’s first edible cake garden. Securing over 50 pieces of coverage including 7 nationals (inc The Express x2, Telegraph, The Independent, The Mirror, and Metro x2) and almost 1000 visitors on the day, the cake garden was crafted to celebrate the paperback launch of Sunday Times bestselling author Carole Matthews’ new novel, The Cake Shop in the Garden.  

With no other marketing support, the campaign has been heralded a ‘triumph’ by the client, and helped the book enter the Sunday Times Best sellers chart at No 9 (compared to her previous book which went in at No. 29) and delivered an 82% increase in sales.

The quintessentially English country garden was made from 15 different types of cake and confectionary and took more than 450 hours to bake, build and install.

Visitors were encouraged to ‘dig in’ to the bourbon biscuit borders and nibble on one of the 250 cake flowers growing in the plot in Russell Square which was surrounded by a wall made from 1,300 slices of fruit loaf grouted with Nutella.  Check out just some of the amazing coverage below…

http://metro.co.uk/2015/04/24/welcome-to-the-worlds-first-entirely-edible-garden-where-the-walls-are-made-of-fruit-loaf-and-nutella-grouting-5165578/

http://www.mirror.co.uk/usvsth3m/presenting-garden-everything-edible-including-5579399

http://www.independent.co.uk/life-style/food-and-drink/the-worlds-first-edible-garden-of-cake-10201700.html

http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/11560300/Worlds-first-garden-made-from-cake-opens-in-London.html

And you can watch the ‘making of’ in the youtube film below…

https://www.youtube.com/watch?v=KlrDgTZYwa8

The scent of roses, pansies and peonies has never been sweeter as the garden in the book’s title was brought to life using four kilos of icing alongside borders of chocolate crumb soil, Battenberg stepping stones, a bird bath lined with Swiss-roll and a lawn dotted with sugar daisies – not forgetting 300 leaves of edible ivy.

Ensuring no one went home hungry, 30 bags of marshmallows, eight kilos of sweets and chocolate pebbles and over 1,000 biscuits finished off the Willy Wonka-esque wonderland where even the insects were edible.

Author Carole Matthews said: “The garden is the place where love, life and family collide for my main character, Faye Merryweather so it was really exciting to bring it to life using cake as it features so prominently throughout the story line.  It was certainly one of a kind – and where better for visitors to grab a slice of the action?”

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