THE CARDBOARD CAKE

CANNES BRONZE 2024

“Let them eat Cardboard?” In a twist on Marie Antoinette’s famous words, independent advertising agency The Hallway has teamed up with Sydney-based Wholegreen Bakery to create a deliciously edible, Coeliac-Australia-accredited Cardboard Cake that will have gluten-free sceptics eating their words. Literally. Cardboard in appearance, but not in flavour, the Cardboard Cake is the result of a rigorous Hallway led design process involving development of a bespoke baking tray that could mimic the shape of cardboard grooves so it could be mass produced at the bakery. Created with a blend of premium ingredients including butterscotch, coffee, cocoa powder, pastry, caramel and brown rice flour, the cake tastes as impressive as it looks. The detailed flavour profiling proves there’s no need to compromise on taste when observing a gluten-free diet