JCDecaux has implemented an outdoor advertising campaign for confectioner Mr Kipling, using dispensers in bus shelter sites to dish out free Angel Slices to passers-by in what the company claims is a first for experiential marketing.

The first dispenser to be installed, on London's Tottenham Court Road, was switched on by actress Joanna Page, of Gavin and Stacey fame, and will also tempt pedestrians with the smell of freshly-baked cakes thanks to a scent spray on the poster site. A further 19 units will be launched on Monday March 19th at locations across the UK, including city centre spots in Birmingham, Manchester and Glasgow.

The promotion is part of a 'major repositioning' of the Mr Kipling brand, and will also involve a wider 4-week campaign on point-of-sale six-sheets near major supermarkets nation-wide.

Spencer Berwin, managing director of sales at JCDecaux, says: "Premier Foods is using smell and taste to prompt consumers to try Mr Kipling's Angel Slices, bringing the product to consumers when they are out and about in the street. These cake dispensers are a media first and we are hugely excited about the ability to put the brand in consumers' hands at our bus shelters."