Business Franchise Australia


Ferguson Plarre: Bringing birthday cakes to life!

Not content with having helped bring magic to Victorians’ special celebrations since 1901, Ferguson Plarre today launched Cakes Alive!, a revolutionary app transforming the way children’s birthdays are celebrated.

A retail first in Australia, the innovative Cakes Alive! app uses augmented reality technology and specialised images forming part of the cake decorations to make birthday cakes come to life, with 3D animations including exploding fireworks and flying wizards bursting out of the icing when viewed and photographed through mobile devices.

Fourth generation Plarre family member and Ferguson Plarre Chief Executive Officer, Steve Plarre, said the app was an exciting development for both the bakehouse and birthdays.

“Ferguson Plarre has been helping celebrate birthdays for over 110 years and as a traditional company we are thrilled to be embracing innovation and new technology to make birthday cakes even more unreal!” he said.

“We hope our Cakes Alive! app will bring some extra magic to kids birthday parties, with everyone enjoying the animations, capturing special moments and creating fantastic memories that will last forever.”

The Cakes Alive! app is equipped with an in-app camera that allows users to easily take unreal photos of family and friends with the animations and then share them via Facebook, Twitter, Instagram and email.

The development of Cakes Alive! was made possible with a $50,000 grant from the Victorian Government’s Technology Voucher Program, enabling Ferguson Plarre to combine image recognition and edible image technology that trigger the animations.
Minister for Manufacturing, David Hodgett, said, “Generating stronger business growth is what the Coalition Government’s Manufacturing Strategy is all about, and I am pleased Fergusson Plarre has been able to expand and benefit from a key component of this.”

Cakes Alive! is now available for free download from the App Store and Google Play. Purchase your Cakes Alive! cake for your children’s birthday party at one of the 66 stores across Victoria or design your own birthday cake online at