General Mills, an American Fortune 500 corporation, has appointed Havas Worldwide Siren to handle all execution and publicity of its SG50-themed Largest Cupcake Mosaic project for its Betty Crocker brand in Singapore.
In conjunction with Singapore’s 50th birthday celebration the project aims to foster the Singapore Spirit of caring, sharing and togetherness within the community.
The project, which took place on 1st August 2015, was visually stunning – with over 1,600 Betty Crocker cake mixes used to form the 130-square-metres cupcake mosaic that was unveiled at Suntec Singapore Convention & Exhibition Centre Concourse. Over 500 volunteers, made up of seasoned and beginner bakers were able to whip up delicious cupcakes with minimal wastage in less than 30 minutes thanks to the quick mix recipes. The successful event spun an epic bake-off session that produced 29,610 cupcakes.
Karen Flynn, managing director or Havas Worldwide Siren, said, “Although we have worked with other General Mills brands before, we were not complacent and made sure that we delivered a milestone event. This was truly an exceptional feat and it moved several of our staff to tears when they saw the massive mosaic of Betty Crocker cupcakes for SG50.”
“Betty Crocker is already a renowned household name and we would like to build better engagement with our consumers as well as make a positive impact on the community,” commented Ethan Lim, head of marketing SEA – General Mills.