How do you create interest and coverage around the (re)launch of a Roald Dahl limited edition BFG cakes and on-pack promotion - which is essentially a non newsworthy, commercially-driven campaign?

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You create a life sized, edible BFG made entirely from Mr Kipling cakes.  

The installation took 20 days to build, weighed half a tonne and was unveiled to the public and media at iconic Primrose Hill.  BFG looked ‘scrumdiddlyumptious’ and received rave editorial reviews across the nationals including The Sun, The Metro, Mirror online, Daily Star and Unilad. Content for Blogger outreach included a timelapse video of the build and installation.


Impact – campaign reach of 125million, 50% increase in editorial coverage (KPIs).  Called out by Chartered Institute of Marketing as ‘Best in Class’, listed as a Top 10 campaign by global marketing portal, Creative Brief and was PR Example’s ‘Campaign of the Month’. 

Cirkle are an award winning PR & Digital Comms agency who are members of the MAAG who in turn represent the independent agency community. To learn more about Cirkle type "Cirkle" in the search bar or visit

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