The Christmas before last, Woolworths ran pavlova with strawberries and cream scented print ads, and placed a similarly scented wall ad at its Town Hall store in Sydney.

Woolies, you’ve been well and truly upstaged.

JWT London has made a billboard entirely of cake for British confectionery brand, Mr Kipling, outside Westfield in Shepherds Bush, London.

The coloured icing on 13,360 cakes and 2,000 glace cherries were used to create the artwork for the ad whose messaage is Life is Better with Cake after Mr Kipling’s research found that 72% of the U.K. population believes the motto.

The billboard was created by food artist, Michelle Wibowo, whose team began work at 3a.m. And after seven hours of assembly, passers-by were allowed to eat the billboard.

This act won the brand rather a lot of love, which they brand showed off in its case study video.

David Masterman, creative director of JWT London commented, “If Mr Kipling himself was doing a poster, he’d make it out of cake.”

Lisa-Jo Harvey, senior brand manager of Premier Foods, added, “We can’t think of a better way to show people that life is better with cake than to create an edible poster made out of thousands of our exceedingly good cakes.”

Creative social agency Outside Line, media agency Carat and PR company Cirkle were all involved.

Wibowo also made a portrait of Prince William and Prince George out of 16,074 triangle pieces of Toblerone chocolate for William’s first Father’s Day in June this year.