Case Study: Belling boosts centenary buzz with Umpf’s tweeting birthday cake campaign

Belling sparks 165,000 impressions with Umpf’s tweeting cake

The British cooking brand Belling faced the challenge of creating a fun and interactive social media and PR spectacle for its 100th birthday celebrations at the BBC Good Food Show. Umpf was briefed to create an experiential stunt that would generate a social buzz and encourage direct interaction with the brand during its centenary.

Umpf created an interactive tweeting birthday cake for the event. A piece of code harvested birthday messages tweeted with the campaign hashtag #Belling100Years and printed them in real time onto edible paper to decorate the cake. Umpf also harnessed support from celebrity chefs who were photographed with the creation. The campaign resulted in an estimated 60,000 face-to-face brand interactions and the hashtag generated 165,000 impressions over the five-day show.

Belling