The BIG Cake Show: Brand & Launch Campaign


The BIG Cake Show Exeter

The Client

The BIG Cake Show took place in March 2014. The first year of the three day event was held at Exeter’s Westpoint Arena, one of the largest exhibition venues in the region. The BIG Cake Show was a huge event with the likes of Mary Berry, Paul Hollywood, Phil Vickery, Mich Turner and many other famous faces attended the show.

The Challenge

Chalk & Ward Advertising were asked to create a visually engaging brand corporate identity that would grab the attention of the predominantly female 25-45 target audience. The popularity of baking, everything vintage and floral/dotty patterns was used as a visual guide. ‘The BIG Cake Show’ text is positioned to echo the shape of a cake on a cake stand, sitting on a pink polka dot background. When reviewing concepts, we undertook a focus group to fully understand what would appeal to the target audience. The identity has now been launched in print and online.

Launching The Big Cake Show Brand

The Brand Result:

The website and introductory e-shot gave the event its initial buzz and kick-started negotiations with famous faces, sponsors and exhibitors which Chalk & Ward also took on.  The Client was delighted with the identity and are continuing the branding for the 2015 show.



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