X Factor judge Cheryl Cole graciously accepted a custard pie in the face as royalty and fellow stars honoured some of the nation’s unsung heroes.
The pop star volunteered for the treatment from schoolboy Cameron Small, who won Young Fund Raiser of the Year at last night’s Pride of Britain awards.
The 12-year-old said he was “shocked” to be embarrassing the singer, adding: “I threw it hard and it hit her right in the face. Then she put some of it on me.”
But Cole – who drew criticism for refusing to send home an X Factor contestant at the weekend – said: “It was a small thing to do for such a brave young man.”
The Prince of Wales and the Duchess of Cornwall joined fellow X Factor judges Simon Cowell and Dannii Minogue, singer Susan Boyle, newly-wed comedian Russell Brand and showbiz veteran Bruce Forsyth at the annual bash.
Cameron, from Preston, was named Littlewoods.com Young Fund Raiser of the Year after raising more than £95,000 for the Royal Manchester Children’s Hospital.
He won his chance to throw the pie after former X Factor contestant Darius Danesh won a charity auction with a £6,000 bid.
Host Carol Vorderman asked for volunteers from the audience to be the victim, and Cole bent down to receive the flan in the face.
Cameron said: “She took it quite well. She said it was the first time it’s ever felt good when that had happened.”
Watch the Pride of Britain Awards – Wednesday 8pm on ITV1