Blue Peter at Cake International

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Our client Cake International is the UK’s leading cake decorating, sugarcraft & baking show with an internationally renowned event each November at the NEC, Birmingham. When a ‘bite-sized’ version of the show was introduced, One Voice was challenged to promote it as a key event in the cake decorating and sugarcraft calendar. We pitched the show to Blue Peter, successfully securing a partnership with the TV show and creating a dedicated feature at Cake International on the theme of Blue Peter pets past and present. This was expertly crafted in advance by a team of cake decorators and the show presenter, Barney Harwood.

One Voice spent a day at Cake International with the Blue Peter crew accompanied by Barney to film the pets feature and interview key contributors. The film was broadcast on Blue Peter three weeks later.

Results:

  • Secured national TV coverage for Cake International
  • Promoted the show to a new generation of cake decorators and their parents
  • Created an audience friendly feature at Cake International which encouraged participation by visitors to the show