Press Centre

Stars travel to "Land of Cake Believe" for Asda's BBC Children in Need fundraising campaign

Six stunning celebrities have transported themselves to a magical “Land of Cake Believe” in a bid to encourage the nation to bake goodies and raise vital funds for this year’s BBC Children in Need Appeal.

Alesha Dixon, Lydia Rose Bright, Kristina Rihanoff, Jo Whiley, Gemma Atkinson and Elen Rivas have united to support Asda’s fundraising campaign entitled “Show your spots, lets bake lots”; a take on the charity’s overall theme this year.

The gorgeous stars posed in a magical “Land of Cake Believe” set surrounded by candyfloss clouds, unique milk rivers and giant versions of Asda’s Children in Need baking goodies, including cupcakes and Pudsey cookies.

Alesha Dixon, who is set to present the Children in Need appeal night on 18th November, appears on a candy cane swing in the magical land. Looking a vision in fuchsia pink for Asda, she commented:

“The Land of Cake Believe-themed photo shoot was a massive amount of fun for me and pretty unique; you may not get another chance to see me swinging from a candy cane! It really brings to life encouraging the nation to get their mixing bowls out and cook up delicious cupcakes and cookies with ingredients from Asda, to raise much needed funds for the charity.”

Dancing sensation Kristina Rihanoff took time out from her busy Strictly Come Dancing schedule to show her support for the charity. Looking stunning in her custom-made “Chocolate Bean Dress” she said:

“Stepping into the Land of Cake Believe is certainly a world away from the dance floor. It was great and I absolutely fell in love with my beautiful Chocolate Bean inspired dress! I really hope it inspires the UK to get down to Asda to buy all the Pudsey treats, and bake lots of goodies to raise as much money as possible for Children in Need.”

Lydia Rose Bright, relaxing in a giant iced doughnut and surrounded by enormous Pudsey cookies, said:

“Taking part in the shoot has been an amazing experience. I loved being on the fabulous Land of Cake Believe set, which has certainly inspired me to get baking to raise money for the charity. I urge everyone to get involved, buy your exclusive baking ingredients and accessories from Asda and “show your spots, lets bake lots” to help make this year the most successful yet.”

The glam line-up also modelled their favourite, must-have BBC Children in Need t-shirt, available exclusively at Asda for just £6 from 5th November, with a choice of three designs.

This is Asda’s eleventh year as BBC Children in Need’s fundraising partner, selling exclusive baking ingredients, Pudsey and Blush products, t-shirts and many more Pudsey goodies to help raise much needed funds. Asda is aiming to raise a whopping £1.75 million this year to support The Appeal.

Fiona Campbell-Reilly, Head of Asda in the Community said: “Our colleagues and shoppers across the country love to show their support for BBC Children in Need and this year is no exception. There’s a mass of excitement in store; staff are preparing to go head to head in bake-offs, we’re holding in-store events for children to decorate their very own Pudsey cookies and holding baking demonstrations with the bakery teams. We have more Children in Need products to offer shoppers than ever before, to help make this year’s Appeal the most successful yet. Happy baking!”

BBC Children in Need’s invaluable work helps make a positive difference to the lives of disadvantaged children and young people right here in the UK. In 2010, BBC Children in Need raised over £36 million for projects changing young lives.

Every penny counts, so visit your local Asda or log on to to see the full range of Pudsey goodies on offer.

Posted in Press Centre on 03 November 2011