Have your shoe and eat it too

Anyone on TikTok or Twitter has likely seen at least one #EverythingIsCake meme. These very short videos make anything from what looks like a can of Coke, glass of water, roll of toilet paper, or even a human hand to be an actual cake that is revealed when it is cut. Yummy.

A Croc was one of the items, and perhaps that is what inspired the collaboration between Deliveroo and Adidas UK. Deliveroo delivered the news in a tweet featuring the edible version of the new  ZX 2K Boost Adidas sneaker (in England called trainer) design that would accompany the real thing for the winner of its promotional offer.

 

Does the shoe fit?

For a chance to win the twin pairs of shoes - one to wear and one to eat - those who live within a 1.5 mile of the Deliveroo Whitechapel Editions kitchen have to visit its app after noon on August 26. While cake is among the usual items Deliveroo delivers, the wearables would be a first.

So why should a food delivery service promote itself with sneakers? It’s all about capturing attention and publicity.

Read more in Have Your Cake and Eat It Too.