Dairy Queen Canada celebrated the 30th birthday of its ice cream cake today in Toronto by going for the Guinness World Record for the largest one ever.

Working with its public relations company, Toronto-based Media Profile, Dairy Queen Canada arranged the event, which required over 100 “cake experts” to build the 21,000 lb ice cream cake (the previous record was 19,290 lbs, set in 2006 in Beijing, according to Guinnessworldrecords.com).

Free pieces of cake were doled out to hungry passersby, but donations were encouraged to the Children’s Miracle Network.

Denise Hutton, VP marketing, Dairy Queen Canada, tells MiC the idea for the gigantic cake came to her last year when she gave her son a copy of the Guinness Book of Records as a gift. It is not part of the company’s overall media campaign.