The Hallway launches world-first ‘Cardboard Cake’ for Coeliac-approved bakery

The Hallway and Wholegreen Bakery make gluten-free sceptics eat their words with the launch of the world’s first Cardboard Cake

Simon Lee: “An extraordinary collaboration that’s taken our design and production smarts out of the studio and into the kitchen.”

Independent advertising agency The Hallway has partnered with Sydney-based Wholegreen Bakery in a bid to make gluten-free sceptics “eat their words” with the launch of a Coeliac-Australia-accredited Cardboard Cake.

The Hallway led the design process, including developing a bespoke baking tray imitating the appearance of corrugated cardboard, a tongue-in-cheek play on stereotypes of gluten-free food.

Simon Lee chief creative officer and partner at The Hallway described the cake as a point-proving symbol: gluten-free diets aren’t a death sentence against delicious baked goods.

“It’s been an extraordinary collaboration that’s taken our design and production smarts out of the studio and into the kitchen.”

Founder of Wholegreen Bakery, Cherie Lyden, who established the bakery in 2014 after she and her daughter were diagnosed with Coeliac Disease, said her creations have long been proving naysayers wrong.

“With The Cardboard Cake we’re taking it to the next level and tackling the misconceptions head on,” said Lyden.

Cherie Lyden, founder of Wholegreen Bakery, launches The Cardboard Cake with The Hallway

Cardboard in appearance but not in taste, the cake includes ingredients such as butterscotch, coffee, cocoa powder, pastry, caramel, and brown rice flour. It will be available from Wholegreen Bakery’s three Sydney storefronts from 13-17 March 2024.

The campaign follows the agency’s recent B Corp certification, which serves as a global standard for businesses that uphold high levels of social and environmental responsibility, accountability, and transparency.

See also: The Hallway earns B Corp certification, commits to “people and planet as well as profit”

The certification confirms that a company meets B Lab’s criteria for social and environmental impact, adopts stakeholder governance, and maintains transparency by publicly disclosing its performance. 

Public Relations Partner: Alt/Shift/
Andie Crawford – Managing director, Sydney 
Nicole Baumli – Senior account director
Bronte Mather – Account manager 

Metal Fabrication:  Metal-Tech Industries

Packaging: Premier Northpak

Photographer: Andy Lewis

Cinematographer: Milos Mlynarik

Editor: Adrian Barac

Colourist: Fergus Hally

Sound: Rumble
Sound engineers: Daniel William and Sean Wilkinson
Sound producer: Michael Gie

Website Developer: Tye Brown

See also: The Hallway announces appointment of Kent Boswell as creative tech and innovation director

To Top