After discovering that four out of 10 Brits have never visited the countryside, Kerrygold took it upon themselves to bring the countryside to London. The butter brand enlisted sugar artist Michelle Wibowo and then created a four metre long, editable meadow.
The editable landscape took more than 168 hours to make and was placed on Finsbury Avenue Square for Londoners to sample. Depicting a typical Irish meadow, the cake features grass, rolling hills, a pond, meadow flowers alongside a barn and cows – all of which were made from cake and sugar icing.
There is an edible @greenandblacks sculpture in Covent Garden today from 9am. Go grab a slice! 😍 pic.twitter.com/mhnlV8wpk5
— Heroine In Heels (@LauraJHyatt) July 23, 2015
Targeting consumers during their commute or lunch break seems to be the winning combination for brands at the moment. Kerrygold served more than 4,000 slices and in the same week, Green and Black’s also created an edible sculpture to promote its new Chocolate Mint ice cream.
Right at our doorstep in Angel, we have also seen Lipton Ice Tea and Gourmet Burger Kitchen give out free samples too. With a never-ending queue and a ton of positive tweets, brands like these really are amplifying themselves.
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