INCR-EDIBLES

18th October 2013

 

One of the best things about working with non-traditional OOH formats like sandwich bags and coffee sleeves is the ability to tie in creatively with the media, whether it’s strap lines, the time of delivery or combining with products that fit (coffee and chocolate come to mind).  Clever use of creative makes messages relevant and engaging, a great way for any brand to grab valuable attention.

Kew Gardens are a prime example.  Their autumn campaign has an IncrEdibles theme promising visitors a voyage through autumn’s edible delights with fungi and pumpkins taking centre stage.  Targeting 80 outlets in South West London, Kew are promoting their latest offering with 120,000 sandwich bags running for 2 weeks in a bid to drive footfall before the event closes on the 3rd of November.  Not only do sandwich bags fit perfectly with their edible theme, but they’ve incorporated a fun fact about the vital ingredient making bread soft and fluffy being a fungus.  Who doesn’t love a bit of trivia?!

The campaign was planned by Arena and booked through Posterscope.