Thorntons Billboard

Thorntons produced a billboard of chocolate as a feature ad to promote Easter. The billboard which was positioned at 34 Henrietta Street (facing Covent Garden Piazza) in central London was made by hand by Thorntons’ Master Chocolatier Barry Colenso. The chocolate billboard measured 14.5 feet x 9.5 feet and was the worlds first edible billboard!

Thorntons had the space booked for a whole week but the 390Kg of chocolate was devoured by hungry passers-by in just 5 hours... notably children!

It's interesting how a billboard can be interactive without being digital.. it links in with the McDonalds ad because it it constantly changing without the use of computers or digital technology. The chocolate billboard brought people together and is a form of viral advertising for Thorntons as it was in all the local newspapers and featured in many of the regional papers such as The Times.