Cupcakes as swag: The Help DVD publicists send "autographed" cupcakes to lots of UK media

Twitter is full of all sorts of UK media like Glamour UK, Empire Magazine and Stylist (to name a few), who says they're peach-flavored cupcakes, who've received The Help promotional cupcakes "autographed" by cast members. Even with a closeup view, the only one whose name I'm sure of is Viola Davis. An interesting strategy for PR that apparently works!