Mr Kipling had mouths watering at London’s Westfield shopping centre, Shepherds Bush, yesterday (4 September) when it constructed the ‘world’s first’ poster made of cakes.

The billboard-sized display was made from 13,360 cakes, including cherry Bakewells and French Fancies, by sugar artist and cake sculptor Michelle Wibowo. It included the Premier Foods brand’s current slogan, “Life is better with cake”, in letters made of sugar icing.

The poster stayed up for eight hours and was gradually taken apart by brand ambassadors, with shoppers getting the chance to tuck in to the pieces.

Lisa-Jo Harvey, senior brand manager for Mr. Kipling, said: “Our research showed that one in 10 people would give up shopping for cake – so our Life Is Better With Cake edible poster is a fun way to bring delight to the shoppers here at Westfield and ensure today at least they don’t have to pick between the two!”