Nākd boosts awareness with a tasty experiential OOH event

Natural Balance Foods, makers of the hugely popular wholefood brand Nākd, had fans’ mouths watering this morning (7 September) when it launched a brand-first giant edible advert in the heart of London’s Shepherd’s Bush Westfield shopping centre.
The campaign, created by Nākd’s retained media agency independent shop Total Media, experiential agency psLIVE, social media agency MEC, and creative agency Yolk, will showcase Nākd’s delicious range of wholefood alternative snacks and invite consumers to ‘Find Your Fave’ and discover the delightful world of Nākd for themselves.
As a progression of the 2014 Nākd Love and 2013 Revo-smoosh-on campaigns, which focused on the way Nākd bars are made – just fruit and nuts smooshed together and how this simple truth drives love for the brand – Nākd has evolved the company’s campaign message in 2015 to the next level, encouraging consumers to discover all the flavours available in the range by sampling them, for free, at the edible billboard.
Fiona Martins, Account Director at Total Media, said: “We wanted to create a memorable and impactful campaign which captures the attention of our time-poor audience who are looking for a healthy, convenient snacking solution.
“These hardworking consumers don’t want to be preached to and through the edible billboard execution, we’re able to provide them with the chance to explore the breadth of the fantastic product range, be part of the wholefood revolution and ‘Find Your Fave’. We’re incredibly excited to be a part of this journey with Nākd and help give their consumers something of value and welcome new fans into the world of Nākd!”
The 5mx2m edible billboard was erected at the Westfield Shepherd’s Bush Eat Street site and will be re-stocked at the end of each day until the completion of the campaign.
Supporting the special-build edible billboard will be more traditional advertising with London Underground 48 sheet posters appearing in high-footfall London tube stations for two weeks as of September 7th carrying messages and images inspired by the ‘Find Your Fave’ billboard including: Find Your FaveDelightfully Different and Nature’s Nibbles. Planned and bought by Posterscope,
Advertising will also run in high-reaching consumer publications including Stylist, Evening Standard Magazine, Guardian Weekend Magazine and across the Time Inc. titles 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 ‘finding their favourite’. Timelapse video footage of the billboard being created will roll out across twitter, Facebook and Instagram, alongside the hashtag #FindYourFave, which will be promoted across Facebook, twitter and Instagram during the week.
Marina Love, Marketing Director at Natural Balance Foods, said of the campaign: “We’re focused on the wholefood revolution, improving lives by encouraging more people to eat wholefoods more often. We have run successful awareness and trial campaigns previously, however this year we wanted to get more people – existing and new fans – involved in our campaign; surprising and delighting them as they discover our extensive range of yummy flavours.”
This integrated marketing campaign including press advertising, experiential, underground 48 sheets, digital display, PR and social media, totals an investment of £300,000.