Lots of people in the marketing world are getting excited about interactive ads. But Thorntons have come up with a concept that makes the idea of talking to a poster through your mobile phone seem far from exciting – an edible billboard!
To mark the chocolatier’s Easter celebrations, a 14.5 feet x 9.5 feet lump of chocolatey goodness was put up in London’s Covent Garden. The billboard consisted of, wait for it, 134,982 square cm/53,143 square inches of Thorntons chocolate, 128 panels of chocolate (2kg each), two hand-crafted giant chocolate Easter eggs (0.75kg each) and ten hand-crafted giant chocolate bunnies (1.8kg each). If the Diary’s app-alling maths is correct, that’s a total of 275.5kg, aka a lot, of chocolate.
But don’t be tempted, as the Diary almost was, to scurry down there. The billboard lasted a full five hours before all that was left was an empty space, a few crumbs and probably some very messy-faced people with tummy ache.
Apparently the edible advert was a world first. More of it, please, Thorntons! Other chocolate manufactures please take note also.