The brand has devised the #cakemyday van, which is stocked full of its celebration cakes, such as a canine-inspired Pablo the Pug creation, the Piñata Surpise and range of ‘gravity-defying’ cakes.
The van will stop-off at Asda stores and community groups around the country, where brand representatives will hand out sweet treats to customers and locals alike.
Day one saw the van visit stores in the Scotland locations of Edinburgh, Kirkcaldy and Chesser, including the latter’s St Martin’s Community Resource Centre, where cakes as well as a £10,000 cheque were presented.
The supermarket chain is also encouraging people to get involved in the campaign via social media.
They can take part by:
- Making someone’s day by baking or buying them a surprise cake
- Giving the individual the cake and taking a photo
- Sharing the photo on social media using the hashtag #cakemyday
Those who follow the three steps will be classified as ‘caking someone’s day’.
Agency CPM worked alongside Asda’s social media agency IMP to devise the campaign, which came about after it was identified that the brand’s cakes generate the highest levels of excitement on social media. Havas is managing the PR.
The tour will stop off at locations including Manchester, Leeds, Liverpool and finally Essex on 29 July.