Fairy Liquid, leading UK detergent brand, wanted to attempt a GUINNESS WORLD RECORDS title to support and maximise reach of the annual Bake-A-Wish® fundraising campaign, run by long term charity partner, the Make-A-Wish Foundation.
The GUINNESS WORLD RECORDS creative team worked with Fairy to identify a record title that would make their fundraising efforts truly unforgettable; the Largest cake sculpture! Fairy launched the campaign with a nationwide design competition aimed at children, with the winning design to be used as the centrepiece for the larger-than-life cake sculpture. In accordance with GUINNESS WORLD RECORDS guidelines, the entire cake had to be eaten - a rule which Fairy and general public clearly approved of!
Fairy Liquid, leading UK detergent brand, wanted to break a GUINNESS WORLD RECORDS™ title to support and maximise reach of the annual Bake-A-Wish® fundraising campaign, run by long term charity partner, the Make-A-Wish Foundation.
Approximately 12,000 Westfield shoppers enjoyed a slice of cake and made an optional donation to Make-A-Wish, while making the event a catalyst for generating content online and national press inviting people to eat cake, donate money to Make-A-Wish and become part of Guinness World Records history.
"Breaking the GUINNESS WORLD RECORDS title for the largest cake sculpture was an ambitious project, but we are thrilled that the hard work paid off and Fairy now holds an official GUINNESS WORLD RECORDS record title"