This Easter, Thorntons made a giant chocolate billboard in Covent Garden.
Comprising 10 chocolate bunnies, 72 chocolate eggs and 128 chocolate panels, it took three months to plan and 300 hours to be built by a team of 10 chocolatiers.
The sign was supposed to last a week, but passers-by ate it in just 3 hours.
Fortunately for Thorntons, the memory of the media impact will last much longer!