As part of its campaign to prove that 'Life is Better with Cake,' Mr Kipling set up a giant billboard ad, made almost entirely with cake. The billboard reiterates this message and the tasty-looking billboard is made up like a mosaic, with lots of colorful cake squares.
But rather than just letting all that delicious cake go to waste, Mr Kipling is tying it to social media by sending out tweets that encourage all cake lovers to stop by and grab a bite. The billboard will be taken apart piece by piece as the squares of cake are handed out to hungry Londoners—it's a wonder that the billboard even went went up without lines forming around it. Although, the billboard is pretty sizeable, so there's plenty of cake to go around.