Who: Fairy and the Make-a-Wish Foundation

Objective: The Guinness World Record for largest cake sculpture project by Fairy and the Make-a-Wish charity was intended to raise awareness of Make-a-Wish’s annual Bake-a-Wish fundraising effort. The yearly campaign encourages people to bake and sell cakes in order to raise money for the charity. Make-a-Wish grants wishes to terminally ill young people and their families. The charity has been partnered with Fairy for over a decade.

Strategy: The huge cake was eaten by 12,000 people and their plates were washed up using a single bottle of Fairy liquid. The record-breaking cake was built in London’s Westfield shopping centre and was eaten by weekend shoppers who were encouraged to give a small donation towards the Makea-Wish foundation in return for their slice.

Rationale: Amanda Williams, director of fundraising at Make-a-Wish says, “We enjoy a very strong partnership with Fairy and I think the scale of this project and the funding it has achieved for Make-a-Wish demonstrates this.” Fairy is a Proctor & Gamble (P&G) product. The record-breaking attempt marked an opportunity for the public to become more familiar with the Fairy product and the charity partnership.

Assistant brand manager for Fairy UK, Tim Rothwell says, “Breaking the Guinness World Record title for the largest cake sculpture was an ambitious project but we are thrilled that the hard work paid off and that Fairy now holds an official record.”