Stork: The House of Stork

The challenge

As part of a year long focus to champion Stork as the choice of home bakers both experienced and new, keeping things topical with smart newsjacking was part of our strategy to get baking talked about around new occasions and opportunities.

The solution

We paired the simple insight around how new sociable baking occasions include box sets/return of favourite programmes with the hottest news topic for the media at the time of Game of Thrones final series. Working with a food artist and sculptor, we supported our insight story with a life size series of cakes in the form of Jon Snow and Sansa and Arya Stark, recast for our story as the House of Stork.

The power of a good picture story led to strong national coverage, fuelled by behind the scenes footage of the cakes being made as supporting material.

The impact

  • National coverage in the Mail, Mirror, I, ES, Star and multiple pick ups in the Sun
  • A two minute feature on This Morning featuring the physical cake statues
  • The campaign was awarded one of the Grocer magazine’s ‘19 for 19’ favourite PR executions