Edible billboards: good enough to eat

November 6, 2015

When it comes to some advertising techniques, you really do have to see it to believe it. And a perfect case in point I thought I’d share with you this Friday is that of the edible billboard. 

It’s quite clever, really; we’ve become a nation of foodies, so that means the best way to a consumer’s heart is surely via the stomach?! We love free samples, and by combining consumables with advertising, brands are able to create some innovative ads that scream out for attention. Here are a few of my personal favourites in recent months:


Healthy wholefood snack brand Nakd created an edible billboard outside the Westfield shopping centre in London’s Shepherd’s Bush in September, spelling out the words ‘Find Your Fave’ with their fruit and nut-based bars. The aim was to showcase Nakd’s entire range, while positioning them as a convenient snack for the health-conscious. ‘Find Your Fave’ was also the official campaign hashtag, and the video footage of the billboard’s creation was shared on social channels. It was also accompanied by traditional advertising and ads in various publications. 

Mr Kipling

According to Brand Republic, the Mr Kipling billboard was made up of 13,360 individual Mr Kipling cakes (including Battenbergs and French fancies), which took the best part of seven hours to construct. The words ‘Life is better with cake’ was the giant slogan, making the display a complete showstopper. It (almost) looked too exceedingly good to eat, but lucky shoppers were handed pieces as they passed by.


While this one is more drinkable than edible, Carlsberg played on their famous slogan by having the words ‘Probably the best poster in the world’ written over their green billboard outside the Truman Brewery in Brick Lane. But why was it the best in the world? Probably because it came equipped with a beer tap, so passers-by (over the age of 18) could enjoy a completely free, ice-cold lager. Nice!

Would a billboard like this make you stop in your tracks? 

Jessica Ellis - Business Development Director