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The creation, which was built by PsLIVE, resembled the brand’s new Fabulous Fancy product, which is a larger version of its already existing French Fancy treat.
Over the four days passers-by were invited to capture a photograph of the cake and share it on Twitter with the #FabulouslyFancy hashtag to win prizes, which were dispensed via a hatch on one of its sides.
Participants could win one of three prizes – 50p off a Fabulous Fancy cake, a sample of the new product accompanied by branded champagne flutes, party hats and glass charms, or a year’s supply of Mr Kipling cake.
The cake was accompanied by brand representatives in aprons, and a head baker donned a large hat. Oversized baking-related props were also placed aorund the activation space.
Saatchi and Saatchi handled the creative for the stunt, meanwhile Carat was selected as media buyer.
Mr Kipling last Tuesday (6 October), within Westfield London's Atrium area.
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