The edible poster was also brought to life through digital activity. Consumers were encouraged to take photographs of themselves in front of the billboard. These were shared via Twitter and Instagam with the best picture winning a pair of VIP tickets to the X-Factor live shows.

The digital competition provided a reach of 35,000 and There was a 10x increase in conversation around the brand directly caused by the Edible Poster with positive sentiment increasing by 26%.

We created the world's first poster made entirely out of cake.

Created using a staggering 13,360 Mr Kipling cakes, each and every one lovingly slotted into place by hand. The poster went up in September outside Westfield, Shepherds Bush and lucky passers-by took just six hours to eat the whole billboard.