Cake-batter-in-a-can startup Spray Cake wins ‘brand-a-thon’


By Chen Shen, Special to Boston Business Journal


Nine startups competed Thursday night in the first-ever Brand-a-thon, sponsored by The Ad Club, a New England marketing trade organization, and PayPal startup incubator Start Tank.


The goal of the contest was to pair startups with help marketing their firms.


The winner? Spray Cake, a maker of cake batter in a can, created by a group of Harvard undergrad and with an advertising campaign created by the NAIL Communications took the first place and the $2,500 award. Supplet, an organic products subscription targeting new mothers, won the second prize and the $1,000 award with their advertiser Allen & Gerritsen. Third place and $500 check went to eyewear-on-wheels startup Project 20/20 and its ad team from Forge Worldwide.


Seventeen startups from Start Tank participated in the first round of pitching last week, when a total of eight advertising agencies chose nine to work with for 72 hours.


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