The dispensers will distribute up to 500 Mr Kipling Angel Slices every day when consumers touch a button. The vinyl-wrapped posters will also emit the cake’s aroma to tempt consumers to interact with the site.
The posters, which will appear in 19 sites across the UK, will be supported by an experiential campaign, with an interactive “Cakemobile” touring the UK from 27 March to 9 May.
PR activity will be fronted by Gavin & Stacey star Joanna Page who switched on the first dispenser on London’s Tottenham Court Road this week.
The campaign was created to promote the brand’s “snap pack” format and remind consumers that they can eat its products on the go.
The creative agency behind the push is 101. Starcom secured the media space and RPM is handling the sampling activity.