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…

In case you missed it, experiential is in this Summer. More and more brands seem to be adopting this effective style of marketing and you can go and watch two happen this weekend. Train stations seem to be a hotspot for experiential marketing as of late with Jurassic World unleashing raptors and Evian launching their first pop-up shop. Consumer group Which? are the latest brand to take to the London transport system to share their campaign. As part of their Calling Time campaign against nuisance calls, Which? are placing a six foot tall flashing phone in the middle of London…