Macmillan Cancer Support has confirmed that it is working on rebranding its World’s Biggest Coffee Morning, in order to set it apart from “copycat events”.

Civil Society News understands that Macmillan Cancer Support has worked with creative agency Kitcatt Nohr to redesign its Coffee Morning kit with multiple variants as well as revising its strategy in a bid to target a younger generation of fundraisers.

The rebrand revolves around the slogan: ‘Cake Tastes Better Together’ which, according to Kitcatt Nohr research “revealed the event [Coffee Morning] to be seen as the perfect excuse to catch up with close friends. This led to our insight that the annual fundraiser is as much about kinship as cake”.

Kitcatt Nohr have said that the rebrand is part of the agency and Macmillan "working harder" to set the World's Biggest Coffee Morning apart. 

As part of the new campaign Macmillan will distribute 250,000 cake dusting stencils to “help people decorate and share their own version of the campaign cake” and every Coffee Morning communication has been “completely reinvented, doing away with past years’ lace and gingham in favour of a more contemporary look to widen the event’s appeal”.

Alongside the direct campaign, the ‘Cake Tastes Better Together’ branding will be supported by targeted banners, social media platforms, radio and print ads.

Claire Driscoll, national events marketing manager at Macmillan, said: "The new campaign by Kitcatt Nohr appeals to both previous hosts and new recruits. This, along with an increasingly targeted approach to media, makes us confident that this year’s Coffee Morning will be the most successful yet".

A spokeswoman for the charity said that the campaign will run until late September and said that Macmillan would not "disclose expenditures around specific campaigns". 

In 2014, Macmillan's Coffee Morning raised £25m. This was a £5m increase on the amount raised in 2013.