Brian O'Leary, the CEO of Ryanair, was interrupted at a press conference Thursday when climate activists hit him in the face with what were later referred to as "cream cakes."

The incident occurred as O'Leary stopped outside the European Commission's headquarters in Brussels to talk to the press following a conference. After he finished setting up a cardboard cutout of European Commission President Ursula von der Leyen, two climate activists ambushed the Ryanair CEO and smashed him in the face with the cakes.

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"Welcome in Belgium!" one of the activists yelled. "Stop the pollution of the f****** planes!" the person added.

While seemingly stunned at first, O'Leary took the stunt in stride and laughed off the incident.

"I love cream cakes! They're my favorite," he said while licking pieces of cream off his hand.

O'Leary quickly shifted to his planned stump speech.

"Okay, so we're here this morning to pass our latest petition to our close friend, Ursula von der Leyen," he said, still covered in cream.

"We submitted the first petition about six months ago when we had only 1 million signatories. We now have 1.5 million signatories, have now signed our petition, calling on Ursula von der Leyen and the European Commission to take action to protect overflights during strikes."

"It's delicious cake," he added while licking more of the cream off his hand.

Ryanair's social media also joked about the incident.

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"Warm welcome in Brussels today to celebrate RYR’s 7 new routes for Winter 23," it wrote on X, formerly known as Twitter. "Passengers so happy with our routes and petition that they’re celebrating with cake. We’ve got tasty low fares!"

Climate activists have resorted to increasingly showy tactics in order to draw attention to their cause. Over the past year, activists have drawn attention, and criticism, for defacing priceless works of art at museums and blocking highways.