Rightmove jumps on popular social trend to mark 25 years

As far as we’re aware Rightmove is the first brand to get its teeth into the popular social media trend of guessing whether an item is edible or real.

Created in partnership with Rightmove’s in-house social team and retained social agency Uncovered, the campaign is designed to spark conversation and celebrate 25 years of helping people find homes.

The campaign taps into the viral “Is it cake?” trend, featuring everyday household items from sofas to doorknobs, being sliced into and bitten to reveal they’re actually cake. (If you’re unaware of this trend you have to see it to believe it… or not as the case may be).

Artist The Bake King was enlisted as part of the campaign to make a cake to resemble one of Rightmove’s stand-out property listings, a remote island home off the coast of Wales.

Over ten creators contributed to the campaign, including five influencers who received bespoke cakes inspired by their own homes, sharing their ‘Rightmove vs. Now’ journeys to highlight how the platform has helped shape their property stories.

Hero content is being shared across TikTok, Instagram and Facebook.

The campaign has been supported by a roundup of 25 homes that have gone viral over the years, a nod to the platform’s legacy of sparking national conversations around extraordinary properties.

Matt Bushby, chief marketing officer at Rightmove said: “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.”

Mitch Syrett, executive creative director and partner at Uncovered adds, “For 25 years, Rightmove has been the place to find homes worth talking about. To celebrate their birthday, we wanted to create something just as memorable, a property listing made out of cake.”

Cake content creator The Bake King, who created the hero content for this campaign, said, “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.”