Edible Father's Day reminder billboard

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Edible Father's Day reminder billboard
17th June 2016

McVitie’s has today unveiled a billboard with a difference to help mark Father’s Day and give Brits the chance to grab dad a last minute gift ahead of Sunday – an edible installation made out of special McVitie’s Jaffa Cakes gift boxes designed just for dad.

The billboard – which was unveiled at Bluewater Shopping Centre in Kent this morning - has been created as research by McVitie’s shows that two thirds (57 per cent) of Brits claim that Father’s Day is the annual event they’re most likely to forget - whereas mum’s birthday is most likely to be remembered (53 per cent).

McVitie’s has built the impressive (and delicious) structure created from over 500 individual boxes.

A study made by the biscuit giant showed that more than half of dads just want a card or small token gesture (56 per cent) for Father's Day and more than a third (39 per cent) want this to be food-related, proving that the way to dad’s heart truly is through his stomach… it will also come as a relief to many that only 5 per cent of fathers in the study hanker after expensive gifts for Father’s Day.

Kerry Owens, McVitie’s Brand Director, said: "When we found out how often dads are forgotten on Father’s Day we knew we had to do something to help celebrate the unsung heroes – so we’ve created a huge McVitie’s Jaffa Cakes billboard, giving away nearly 3,500 personalised ‘dad’ boxes to help people make their dad’s day go just that little bit better!"

The McVitie’s study also reveals how much we, as a nation, rely on our dads – and why they deserve to be celebrated this weekend. 

Eighty-two per cent of UK adults have consulted their dad for advice in their adult life, with the most common topics revealed as:

  • DIY and maintenance issues – 64 per cent
  • Big purchases (such as buying a house or car) - 28 per cent
  • Car problems - 28 per cent 
  • Financial decisions - 28 per cent
  • Career advice - 23 per cent

And they identified their top five UK celebrity dad icons – the people who they think make great role models for modern British dads, as:

  • David Beckham
  • Jamie Oliver
  • Peter Andre
  • Gary Lineker
  • Robbie Williams

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