TK Maxx communicated its brand values through the tasty medium of cake at the Oystercatchers Macmillan cake contest.
More than 40 teams from agencies and advertisers took part, and we particularly like the efforts of TK Maxx.
It not only went on-brand with red and white creation, but added a sign saying "always up to 60 per cent less". Which, taken literally, probably explains why the cake is incomplete.
Together with other events at the coffee morning, a hefty total of £10,000 was raised for the cancer charity Macmillan.
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