A Melbourne chocolatier created a jaw-dropping giant chocolate Easter display in March.

Cacao Fine Chocolates and Patisserie owner Tim Clark and his two head chocolatiers worked for more than 40 hours to produce the Easter display for his St Kilda store.

Tim said he wanted to “bring some ‘magic’ to Easter in Melbourne” and be the first to make a chocolate display of this size.

“I love a challenge and the smiles on people’s faces when they ask three times, ‘Is it really made of chocolate?’ How better to celebrate Easter than with the aroma of chocolate filling the store?” Tim told Australian Baking Business.

Tim said he wanted the display to evoke emotions in his customers.

“People’s feedback has been amazing, everyone’s talking. That’s a good thing,” he said.

“I want them to feel special and tell their friends and family to come and share in the experience.”

The word of mouth created by such displays is invaluable, Tim suggested, and as competition between businesses gets tougher, having a point of difference or being unique can help a patisserie stand out from the crowd.

“If people are genuinely amazed by something then word spreads. An event like this creates a topic of conversation and a must-see, limited-time event,” he said.

Tim said he plans on doing three to four of these major displays each year, coinciding with seasonal festivities.