Wholegreen Bakery / Australia / 2024Social · PR Stunts
The Cardboard Cake.
A Sydney gluten-free bakery made an edible, coeliac-approved cake designed to look like cardboard, daring sceptics to taste it.
- Brand
- Wholegreen Bakery
- Agency
- The Hallway
- Market
- Australia
- Region
- Global
- Year
- 2024
The challenge
Many people assume gluten-free food tastes like cardboard.
The idea
Wholegreen Bakery and The Hallway took the common insult literally and baked a cake that mimics a cardboard box. Accredited by Coeliac Australia, it invited doubters to try it and admit they were wrong about gluten-free baking.
Case study source: Activation Ideas Source ↗
