© Doug Peters/PA Wire
Wholefood snack brand Nākd has enticed shoppers in London’s Westfield shopping centre with a giant edible billboard, inviting them to “find your fave”.
The display will hold more than 40,000 Nākd bars during this week, as consumers are encouraged to choose between 16 different flavours of the brand’s fruit and nut bars, crunch bars and Nibbles. Brand owner Natural Balance Foods hopes that the promotion will expose consumers to the full range of products available in Nākd’s range and build upon previous advertising campaigns that focussed on how Nākd’s bars were made.
Supporting the special-build edible billboard will be more traditional advertising on the London Underground, with 48-sheet posters appearing in high-footfall London stations for two weeks, carrying messages and images inspired by the Find Your Fave billboard. Advertising will also run in high-reaching consumer publications including London Evening Standard Magazine, Guardian Weekend Magazine and across the portfolio of publishing company Time Inc, including Look, Now and Marie Claire.
Social media will support the launch in a number of ways, primarily by taking the offline experience online, enabling Nākd fans across the UK to take advantage of the Find Your Fave theme. Timelapse video footage of the billboard being created will roll out across Twitter, Facebook and Instagram, alongside the hashtag #FindYourFave.
Natural Balance Foods marketing director Marina Love said: “Research showed that our most loyal Nākd fans stick to the same flavours, so the rationale behind the campaign was to deliver meaning to product trial and this edible billboard was the perfect way to do this. There really is a whole world of flavours out there in the Nākd range and now we get to give people the chance to try them all out, for free, and join us in our on-going Wholefood Revolution!”
This integrated marketing campaign – including press advertising, experiential, underground 48 sheets, digital display, PR and social media activity – represents a total investment of £300,000.
© FoodBev Media Ltd 2024