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World’s Biggest Coffee Morning

Get the nation baking.

Key deliverables:

  • Creative Concept Development
  • Case Study Management
  • Content Production (Video, Graphics)
  • Campaign Launch Online (together with in-store activation)
Campaign. Let's change lives with every slice. Part of the Macmillan Cancer Support campaign by Shape History
Window display - Part of the Macmillan Cancer Support campaign by Shape History

Summary: Marking another successful year of M&S being the lead sponsor for Macmillan Cancer Support’s influential World’s Biggest Coffee Morning event, Shape History were commissioned to create a fun and engaging social media campaign ahead of the event’s 29th September date.

Emote: We brought together two real members of the Macmillan nursing team and two M&S employees to film them baking a beautiful piece of cake art that depicted the event’s motto, “Changing Lives With Every Slice.”

Educate: Educating audiences on the impact of last year’s event and through the success of the partnership, the video directed audiences to learn more about the event through the official M&S website.

Action: From the website, audiences could learn how to support the charity, either by raising money through the purchase of M&S Café products and exclusive Macmillan products, in-store fundraising or signing up to the event and hosting individual coffee morning.Audiences could share the video to encourage more sign ups to the event. 

Result: The video has already resulted in over 1.1m views, close to 7k likes and hundreds of shares on Facebook alone.