Supermarket chain Asda has completed a countrywide tour to celebrate its 50th birthday.

The #cakemyday van, stocked with celebration cakes, made its way round the UK. Treats on board included a canine-inspired Pablo the Pug creation, the Piñata Surprise and range of ‘gravity-defying’ cakes.

It stopped off at Asda stores and community groups around the country, where brand representatives handed out treats to customers and locals.

Day one saw the van visit stores in the Scotland locations of Edinburgh, Kirkcaldy and Chesser, including the latter’s St Martin’s Community Resource Centre, where cakes as well as a £10,000 cheque were presented.

The tour visited locations including Manchester, Leeds, Liverpool and finally Essex on 29 July. 

Agency CPM worked alongside Asda’s social media agency IMP to devise the campaign, which came about after it was identified that the brand’s cakes generate the highest levels of excitement on social media. Havas is managing the PR.