Kokova Magazine

British cooker manufacturer Belling is celebrating its 100th anniversary this week with an eight-foot interactive cake and, for five days, social media users can add to the design by tweeting a birthday message.

The 'tweets' will be auto-printed onto edible paper using edible ink and added instantly to the cake.

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.

It was unveiled at the BBC Good Food Show at the NEC in Birmingham today (28th November 2012) and throughout the duration of the five-day show, people tweeting birthday messages to Belling, using the hashtag #Belling100years, will have their Tweets added instantly to the interactive cake.

The giant, interactive cake can be seen at Belling's stand at the BBC Good Food Show from 28th November until 2nd December 2012.

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.

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.

Jane Rylands, Marketing Communications Manager for Belling

Belling has been celebrating its centenary throughout 2012 with the company launching a special new range of cookers, the 100 Collection, to mark the occasion.

Follow Belling on Twitter and help decorate the cake by 'tweeting' a birthday message for Belling, using the hashtag #Belling100years.