Joanna Page, of Gavin and Stacey fame, launched the new campaign at the Tottenham Court Road poster site.

Premier Foods enlisted the help of signage specialist to create a new innovative campaign to celebrate Mr Kipling’s ‘snap pack’ format—reminding customers they can have cake ‘on the go’.

The media first campaign, secured by Starcom through JCDecaux, features live fixtures that dispense free cakes from 19 specially converted poster sites across the country.

Consumers have to simply press a button on the sign and it will dispense a cake—with sites distributing up to 500 slices of Mr Kipling Angel Slices every day.

In addition, the vinyl-wrapped shelter on Tottenham Court Road in London will attract consumers further still with a specially-fitted scent spray emitting the aroma of the cake itself.

JCDecaux’s Innovative Division installed the poster sites around the country, with the campaign set to run for four weeks.

In addition to the posters, a specially-developed ‘Cakemobile’ toured the UK until May 9th to help promote the campaign further still.

The demand for innovative signage continues to grow as retailers in the UK look for new ways to attract customers to their products.