Natural Balance Foods, maker of the wholefood brand Nākd, this morning (7 September) launched a giant “edible” advert in the heart of London’s Shepherd’s Bush Westfield shopping centre.
The billboard-sized display will house over 40,000 Nākd bars during the week (7-13 September) and consumers will be encouraged to “find their fave’”between sixteen flavours in Nākd’s ranges of fruit and nut bars, crunch bars and Nibbles. Around 2,500 bars are in the five metre long and 2.5 metre high billboard.
The Nākd brand, worth £25.5m [all figures Nielsen 52 w/e 23-05-2015], is currently enjoying an 80.32% rise in sales, outperforming the total “healthier biscuits” category which is declining by 0.9%, and is the fastest growing brand in the category.
Supporting the special-build edible billboard (conceived by boutique agency, Yolk Creative London), is more mainstream advertising with London Underground 48-sheet posters appearing in high-footfall London tube stations for two weeks as of today, carrying messages and images inspired by the “Find Your Fave” billboard. Advertising will also run in consumer publications including Stylist, Evening Standard Magazine, Guardian Weekend Magazine and across the Time Inc. titles LOOK, Now and Marie Claire. There’s also social media support across Twitter, Facebook and Instagram.
Marina Love, marketing director at Natural Balance Foods, 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.”
Total investment in the campaign is £300,000.