What good is a chocolate billboard?
An edible billboard made from 390kg (860lb) of pure chocolate has been eaten in just three hours.That, and getting on the news and then being blogged about by gullible bloggers who get caught up in the swirl of viral marketing.
Thorntons invited passers-by to tuck into the 14.5ft by 9.5ft (4.4m by 2.9m) sign in Covent Garden, London.
The Easter creation, a world first, was made of 10 chocolate bunnies, 72 giant chocolate eggs and 128 chocolate panels, each weighing 2kg.
The billboard took three months to plan and 300 hours for the team of 10 to build and was expected to last a week.