Sparking media interest to generate bullseye coverage

To leverage the intense media interest in celebrity couple (and Oreo superfans) Mark Wright and Michelle Keegan’s upcoming wedding, H+K decided to create a wedding cake with a difference.

H+K partnered with celeb bakers Molly Bakes to make the bespoke three-tier creation which featured Oreo buttercream, Oreo sponge and 50 Oreos as decoration. To ensure bullseye coverage the team secured an exclusive with Mirror.co.uk and created a branded delivery van which featured the Oreo logo, alongside the Mirror logo.

H+K tracked down Mark’s parent’s address and arranged for the van, complete with Oreo delivery driver to make a theatrical delivery of the cake while the family were making their final wedding preparations. Our photographer took a selection of shots of the cake being hand delivered to Mark’s mum, which were then pushed-out to national media, alongside the waiting paparazzi taking their own photos (including one of Mark’s dad later taking the cake to his car!)

The picture story resulted in 10 pieces of coverage across national and online titles, with a total reach of over 250 million.

Hill & Knowlton Strategies Search