Rightmove is marking its 25th anniversary this October with a social media campaign featuring cakes disguised as everyday household objects.

In a series of video shorts, over ten content creators slice into what appear to be sofas, door knobs and other items, revealing them to be elaborate cakes in the viral ‘is it cake?’ format popular across TikTok, Instagram and Facebook.

We wanted to do something unexpected to mark this milestone.”

Matt Bushby, Chief Marketing Officer at Rightmove, says: “We wanted to do something unexpected to mark this milestone. When we started 25 years ago, Rightmove was a pioneering idea in its infancy. Today, it’s grown to offer the UK’s largest choice of homes and is where millions of people turn up every day to plan their next move.”

The campaign’s centrepiece features renowned cake artist The Bake King, who has created a cake version of a remote island home off the Welsh coast – one of 25 viral properties the portal is highlighting as part of its birthday celebrations.

Show stopper

The Bake King says: “When I was asked to reimagine one of Rightmove’s most talked-about listings as cake, I knew it had to be a show-stopper.

“The challenge was to capture the scale and detail of these iconic homes in sponge and buttercream, and the results are as surprising as the properties themselves. It’s a dream project for any cake artist.”

Five influencers have also received bespoke cakes based on their own homes and are sharing ‘Rightmove vs Now’ content showing how the platform has helped shape their property journeys.

According to Creative Brief, the campaign was created by Rightmove‘s in-house team and social agency Uncovered and runs across the portal’s social channel.

You can see the campaign here.