The Cardboard Cake - The Wholegreen Bakery | Case Study

We’ve been blown away by the support for The Cardboard Cake. When we started working on this project, the objective was clear: shift the ‘bland taste’ misconception of gluten-free food. Our solution? Bust the “tastes like cardboard” myth with a cake that not only resembles cardboard but also tastes absolutely delicious.
Months of relentless hard work led us to craft a custom baking tray, perfectly mimicking corrugated cardboard. Collaborating with the brilliant pastry chefs at Wholegreen Bakery, we achieved the perfect balance of appearance and flavour for The Cardboard Cake.
Despite a tiny budget, we generated an incredible $2m in earned media value and helped increase sales for Wholegreen Bakery by 24%.
But the real win? The Cardboard Cake made gluten-free sceptics quite literally eat their words, demonstrating that gluten-free can be both satisfying and delicious.
Coeliac Australia hashtag#coeliacawareness hashtag#coeliacdisease hashtag#glutenfree hashtag#glutenfreebaking

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