In pictures: McVitie's launches edible installation for Father's Day

McVitie's unveiled an edible installation at Bluewater Shopping Centre in Kent on Friday (17 June) made out of Jaffa Cakes gift boxes.

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The structure, made using more than 500 individual boxes, gave shoppers the chance to pick up a last-minute gift. McVitie's said it gave away close to 3,500 personalised dad boxes in celebration of Father’s Day.

Research by McVitie’s showed that two thirds (57%) of Brits claimed Father’s Day is the annual event they are most likely to forget, whereas mum’s birthday is most likely to be remembered (53%).

The research suggested that more than half of dads just wanted a card or small token gesture (56%), while a third (39%) wanted it to be food-related.  

Kerry Owens, McVitie’s brand director, said: "When we found out how often dads are forgotten on Father’s Day we knew we had to do something to help celebrate the unsung heroes – so we’ve created a huge McVitie’s Jaffa Cakes billboard, giving away nearly 3,500 personalised ‘dad’ boxes to help people make their dad’s day go just that little bit better!"

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