Flirtomatic is billed as 'the UK's first cross-platform flirting service' and allows subscribers to flirt with 'fellow members' via their handsets and online.
People can upload photos and send 'flirtograms' for a daily charge of 'about 30p per day' to prey within an area that they can define.
Cake's digital team will initially 'seed' the service online 'by targeting a database of opinion formers', before the agency's PR division 'oversees a series of sampling activities in bars and pubs across the country'.
Cake board account director Greg James who - fortunately given this brief - is currently single, gushes: 'We are all looking forward to some full-on flirting action.'
Steady on, Greg.