The stunt is designed to promote the brand’s new product, which resembles a large version of its French Fancy offering, as well as to celebrate National Cake Week.
When members of the public snap a photograph of the cake and share it on Twitter with the accompanying #FabulouslyFancy hashtag, the cake will light up and dispense a prize via its unique hatch feature.
All those who engage via Twitter will be dispensed a voucher for 50p off a Fabulous Fancy cake, meanwhile others will receive the new product in a branded pink bag, along with two champagne flutes, two party hats and a set of flute glass charms.
Finally, a select few will be dispensed a giant cheque that rewards them with a year's supply of Mr Kipling cake.
The cake is accompanied by Mr Kipling bakers, including the ‘second in command’ who has an oversized baking spoon in hand and wears a large hat, as well as props including giant wine glasses.
Following its stint in London, the cake will travel to Manchester’s Trafford Centre on Friday (9 October), where it will remain for two days.
PsLIVE is behind the build of the cake, Saatchi and Saatchi are responsible for all creative, and Carat has been selected as media buyer.
In other cake-related news, of Great British Bake Off host Mary Berry into edible cakes, to celebrate the programme's 2015 final airing tonight, meanwhile Ebay sent an last month to mark its 20th birthday.
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