The eight-foot high birthday cake has been created by quirky cake artist Connie Viney and the design – which shows historic British events from the last 100 years – was crowdsourced via Belling’s Facebook community.
The cake is on display at a national consumer food show – the BBC Good food Show at the NEC in Birmingham, England – until Sunday evening (2 December); people tweeting birthday messages to Belling, using the hashtag #Belling100years, will have their Tweets added instantly to the interactive cake.
Belling’s social media agency, Umpf, has created the campaign which scrapes Twitter messages, prints them with edible ink onto edible paper and decorates the birthday cake which has been made by London-based cake and icing sculptor Connie Viney.
Jane Rylands, Marketing Communications Manager for Belling, said: “We are delighted to be celebrating 100 years of Belling with this fantastic cake that everyone can help to decorate by sending a simple Tweet.
“We can’t think of a better way to celebrate 100 years at the heart of British cooking than with the first interactive cake that also celebrates some of Britain’s most historical moments since 1912.”
This is the latest in a series of social media stunts for the cooker company – last year Belling launched Tweet Pie, The World’s Shortest Recipe Book where every recipe was condensed into a single, 140-character Tweet.
It also created a Facebook cooker where its Facebook fans were superimposed on a cooker!
The giant, interactive cake can be seen at Belling’s stand at the BBC Good Food Show, held at the NEC, Birmingham today until 6pm on 2nd December, 2012.
To help decorate the cake, Tweet a birthday message for Belling, using the hashtag #Belling100years. Follow Belling on Twitter @BellingUK