Floating Mr Whippy towers 15ft above the South Bank

I scream, you scream, we all scream for ice-cream.

But some of us are going to need longer arms to buy them from this van.

The floating Mr Whippy was 15ft above the South Bank with a selection of red toppings, from traditional sprinkles to chilli flakes, with visitors invited to create an ice cream truly unique to them.

It might have had kids literally jumping – quite high – for joy, but it was a publicity stunt for Virgin Red, Virgin’s new rewards club.

Virgin Red findings have revealed that Wednesday, July 7, saw the highest reward spend transactions in more than a month – at 136 per cent above the daily average transactions – with Greggs, Virgin Wines, Virgin Experience Days and cinema tickets amongst the top products members were splashing out on.

The 99 Red Balloons truck was giving away 99 Virgin Points prizes.

With one lucky ice cream lover able to scoop one million Virgin Points giving the winner a year’s worth of fabulous rewards from the club’s one hundred and fifty rewards on offer.

Kelly Best, Virgin Red’s Chief Marketing Officer, says: “The Freedom Day announcement signals the long-awaited release for those who want to live life to the fullest and great days out in the UK are what we’re all excited to enjoy this summer.”