Marketing Campaign of the Day

Hot on the heels of McCain's baked-potato-scented bus stop ads, UK cake maker Mr Kipling has launched an outdoor campaign that takes the appetite-whetting theme to its logical conclusion by dispensing free cake.

That's right: To promote the company's new "on the go" cake packaging, London-based creative agency101 and media agency Starcom have teamed up to install 19 free-cake-vending posters at select bus shelters throughout the city.

At least one of the posters will also release a distinct "cake smell," guaranteeing that public transportation will be that much more of a living hell for people who are watching their weight.

[adage.]