Mr Kipling, owned by Premier Foods, has created a poster board made from baked goods as part of its ‘Life is better with cake’ campaign. 

The board, at Westfield, Shepherds Bush, was built with 13,360 of Mr Kipling cakes, which the public were invited to eat once it was erected.

Lisa-Jo Harvey, senior brand manager of Premier Foods, said: “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.”

The campaign has been devised by JWT London, a communications agency which also came up with the idea behind the brand’s new TV ad.

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