Rightmove taps into ‘is it cake’ trend to celebrate 25 years

To celebrate 25 years of helping people to find homes, Rightmove has launched a bold, social first-campaign which taps into culture.

Tapping into the viral ‘is it cake?’ trend, the campaign features everyday household objects made of cake. From slicing into sofas to door knobs, the light-hearted campaign has been designed to tap into popular culture and get audiences talking.

Created in partnership with Rightmove’s in-house social team and retained social agency Uncovered, the campaign features over ten creators alongside renowned artist, The Bake King, who has created a cake resembling one of Rightmove’s stand-out property listings, a remote island home off the coast of Wales.

“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,” says cake content creator The Bake King.

The contributing creators include five influencers who received bespoke cakes inspired by their own homes. Hero content is being shared across the creators channels and across Rightmove TikTok, Instagram and Facebook. The influencers will be sharing their own ‘Rightmove vs. Now’ journeys to highlight how the platform has helped shape their property stories, over its 25 years.

“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. This campaign is a celebration of that journey, and our mission to give everyone the belief that they can make their move,” says Matt Bushby, Chief Marketing Officer at Rightmove.

Alongside the hero content, Rightmove is also sharing a roundup of 25 homes that have gone viral over the years in a nod to the platform’s legacy of sparking national conversations helping audiences to find extraordinary properties.

No 25th Birthday is complete without cake. Rightmove’s fun-filled social campaign brings audiences into the celebration. 

@rightmove It’s our birthday and we can make a house out of cake if we want to! ???? #RightmoveTurns25 ♬ original sound - Rightmove