We’ve seen some great innovations in outdoor advertising in our time but this one takes the biscuit – almost, literally! This week Nakd’s latest sampling drive saw a billboard erected in an area of London – but there was a twist… It was edible!

The billboard’s message to ‘Find Your Fave’ was created and built from a range of fruit and nut bars, from which consumers could stop and pick their favourite, all part of an effort to get people to try the brand’s range of goodies.

It’s all part of an integrated marketing campaign spanning press, experiential, digital display, outdoor, PR and social media. The campaign was created by independent shop Total Media, and included elements by YOLK Creative London, psLIVE and MEC.