Binky Felstead has found herself embroiled in a public dispute with bakery owner Reshmi Bennett after it was revealed that her team allegedly requested a free birthday cake in exchange for an Instagram post promoting the business.
The Made in Chelsea star, who recently announced she was expecting her second child, had her request for a ‘gifted’ yellow train cake for her son Wilder’s third birthday turned down by Bennett, who owns the luxury cake business Anges de Sucre in London.
The Request
According to Bennett, Binky’s personal assistant reached out to her business with an offer to ‘collaborate’ on a cake for Wilder’s birthday. The assistant proposed that the cake be provided for free, in exchange for an Instagram story on Binky’s profile. As a well-known figure with 1.4 million followers, Binky’s social media presence has immense potential for businesses looking for exposure.
Bennett, however, was not interested in such a trade. She has been vocal about refusing to accept ‘exposure’ as payment for her high-end cakes. In a series of Instagram posts, Bennett shared screenshots of the conversation, showing the request for the collaboration and her response to it.
Reshmi Bennett’s Response
Instead of responding aggressively, Bennett took to social media with a humorous take, creating a spoof GoFundMe page asking for donations of £1.4 million to cover the cost of the cake, referencing Binky’s impressive following and the alleged value of her online influence.
Bennett wrote on the GoFundMe page, “We recently received a lovely request from the team of Binky Felstead for a very special cake – a yellow train creation for her soon-to-be 3-year-old son. However, the proposed payment method was an Instagram story.”
The post continued: “Unfortunately, our energy supplier is very old-fashioned and insists on being paid in actual money, rather than exposure or engagement. So, we thought we’d appeal to Binky’s 1.4 million followers. If each person contributed just £1, we could create the most incredible yellow train cake imaginable and keep our energy supplier happy.”
The Backlash and Apology
The post sparked further debate, with fans on social media divided over the issue. Some defended Bennett’s stance, while others took issue with her public airing of a private conversation. Binky’s team later responded to the backlash, clarifying that the request was a standard “contra deal,” where influencers offer social media promotion in exchange for products.
A representative for Binky told the Daily Mail, “Binky was not directly involved in these email exchanges, and is currently away on a family holiday. We completely understand that this type of collaboration is not for everyone and respect the decision to decline.”
They added that such partnerships are common in the industry and can be mutually beneficial for both parties. The representative also expressed disappointment over the public nature of the exchange.
A Growing Trend Among Influencers
This incident is part of a growing trend where influencers and celebrities have been accused of asking for free products or services in exchange for social media exposure. In 2023, actress Catherine Tyldesley found herself at the center of a similar controversy when a company asked for free cakes for her 40th birthday party in exchange for Instagram exposure.
While some businesses see these collaborations as an opportunity for publicity, others, like Bennett, argue that professional services should be compensated with money rather than exposure.
Binky’s History with Free Products
Binky’s request for a free cake may have sparked controversy, but it’s not the first time that public figures have been called out for requesting freebies in exchange for social media posts. The debate raises questions about the ethics of influencer marketing and the value of exposure versus traditional payment for services.
In this case, Binky’s team has apologized for any misunderstanding, and the bakery owner has since moved on. Still, this incident serves as a reminder of the complexities of the influencer economy and how businesses navigate the fine line between publicity and compensation.
Fans of Binky will no doubt continue to follow her on Instagram, but the controversy surrounding the cake request will likely remain a talking point for some time.
