Mirko Ricci in partnership with a Carnevale 1966, Forno Bonomi, Sterilgarda, Illycaffè, Eurovo, Gelecta, Bontà Italia and Complitaly TV
Longest tiramisu
The Results
- MEDIA COVERAGE
- Across more than 40 countries and five continents
- REACH
- 150 million estimated global impressions
- SOCIAL MEDIA
- 74.6 million tracked social media views
The Brief
Mirko Ricci, owner of COMPLITALY TV an Italian language magazine and news site based in London, wanted to celebrate the close ties Italy and the United Kingdom enjoy.
As a previous GUINNESS WORLD RECORDS title holder, he knew a record campaign would be the prefect way to celebrate the recognizable bond the two communities share
The Solution
Tiramisu is one of Italy’s most recognised desserts worldwide, making it an obvious choice to bring people together. Mirko and his partners worked with GWR for Business to create and officiate the longest tiramisu at 440.58 m (1,445 ft 6 in).
The event took place in the heart of London, and with the contribution of a record title transformed a beloved dessert into a large-scale event. As a result, it generated strong public interest and media value for all the partners involved.
Proceeds from ticket and slices of the record-breaking dessert sales were donated to Esharelife, a London-based charity that supports humanitarian projects as well as food banks.
Guinness World Records has always been synonymous with great emotions and great achievements. It has been one of the most rewarding discoveries of my professional career.
Guinness World Records has shone an extraordinary international spotlight on our products and our brand, generating visibility and reached audiences all over the world.