To launch the ‘Bake Your Dreams Come True’ campaign, Tate & Lyle Sugars has created the first edible ‘bank’ made entirely from cake.
The ‘Bank of Baking’ includes over one hundred pieces of edible art including a giant cake vault filled with bags of chocolate coins, gold bars made from cake and piles of edible cookie bank notes.
The installation is to inspire budding bakers to follow their baking dreams, with £1million worth of prizes and rewards available to be won. These include a £5,000 cash reward for up to five baking entrepreneurs to provide financial support to kick start their baking business.
The campaign comes on the back of research which reveals that 40 per cent of Brits dream of ditching their day job and starting their own business with 20 per cent dreaming of opening their own baking business.
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Trend Themes
1. Edible Art Installations - Opportunity to create immersive and interactive experiences by combining art and food.
2. Baking Entrepreneurship - Potential for supporting and promoting aspiring baking entrepreneurs through innovative campaigns.
3. Alternative Currency - Exploring the concept of edible money as a playful and unique form of currency.
Industry Implications
1. Food & Beverage - Incorporating edible elements into food-focused experiences and products.
2. Hospitality & Events - Enhancing events and attractions by offering edible and interactive installations.
3. Financial Services - Using the concept of edible banks as a marketing strategy to engage customers and promote financial support.