Children across the UK were asked to draw their most imaginative fantasy castles to inspire the design for the cake. The final plan, which will include the winning design placed as the centrepiece, will turn into a gigantic installation, located in Westfield London between 28 and 30 November.
The cake, which will be created by Bompas & Parr, is set to measure 12 metres by ten metres and will feed 12,000 shoppers. As part of Make a Wish’s Bake-A-Wish fundraiser, each hungry visitor will be asked to donate £1 for a slice, the proceeds of which will go towards the charity. Fairy will then aim to wash all 12,000 plates with one 870ml bottle of its washing-up liquid.
Agency Ketchum is organising the activation, as well as handling its PR.
Amanda Williams, director of fundraising for Make A Wish UK, told Event: "We are delighted to be partnering with Fairy for the 11th year and are very excited at the prospect of breaking the Guinness World Records title for the world’s largest cake sculpture.
"We encourage everyone to come down to Westfield on Saturday 29 November to see the cake and money raised from selling slices of the cake will help grant more magical wishes to children and young people facing life-threatening conditions."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.