Natural Balance Foods, maker of the wholefood brand Nākd, is causing a stir with Londoners with its giant edible advert located in the heart of Shepherd’s Bush Westfield shopping centre.
The billboard-sized display is home to over 40,000 Nākd bars this week (7th to 13th September) and consumers will be encouraged to ‘find their fave’ between 16 flavours in Nākd’s ranges of fruit and nut bars, crunch bars and Nibbles.
The Nākd brand, worth £25.5m, 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. 
The display forms part of a £300,000 marketing campaign for the brand which also includes press, experiential, out-of-home, PR and social media activity.
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.”
