WATCH: Ryanair chief Michael O'Leary's response to being pied in face is brilliant

Footage has emerged of Ryanair CEO Michael O'Leary being pied in the face during a press conference in Belgium.

The incident occurred on Thursday as the Westmeath native was delivering a petition to the European Commission’s headquarters in Brussels when he was approached by climate activists.

He was struck with a number of cream pies in the face but passed it off by saying "well done" before taking off his jacket and carrying on with his press event. 

The protesters shouted "stop the pollution" at the airline chief as they targeted him.

Mr O'Leary further brushed off the incident by telling the gathered reporters, "I love cream cakes. They're my favourite."

Ryanair CEO Michael O'Leary was hit with a pie by environmental activists during a press conference in Brussels.

The activists can be heard shouting "stop the pollution" before throwing the cake at O'Learyhttps://t.co/AYlfWbXGlu pic.twitter.com/s5s4DnU2O6

— Sky News (@SkyNews) September 7, 2023

Mr O'Leary's petition, which has 1.5 million signatures, wants the European Union to stop preventing airlines from flying over countries they are not landing in during local air traffic control strikes.

The Ryanair account on X, formerly Twitter, also made light of the incident.

Shame it was soy-based cream, definitely not as tasty as the real stuff pic.twitter.com/lcf23C674L

— Ryanair (@Ryanair) September 7, 2023