The phrase looks good enough to eat got taken literally by the agency, Interesting Development. when it kicked off a now-viral prank for American condiments brand Sir Kensington’s.
It all started in Manhatten, a billboard for Sir Kensington’s appeared in the suburb with a photo of a delicious-looking burger accompanied by some condiments, it read, Beware This Billboard Is Not Edible.
A few days later the billboard appeared to have had several bites taken out of it. As if people just walking past couldn’t resist the mouth-watering billboard and had to have a few munches.
Then a few days later the billboard was replaced with a new billboard that read, Warning Billboard Under Surveillance, Do Not Eat Again. However, the bite marks reappeared!
The copy changed again and read, You Still Ate Our Billboard Time To Get Serious.
In order for Sir Kensington’s and Interesting Development to show how serious it was about protecting its billboard. They brought in Steve Schirripa to guard the billboard aka Bobby Baccalieri from The Sopranos. Because sometimes you do just have to call on the mafia.
https://www.instagram.com/p/CRmHRe8KaUO/
However, Schirrpia’s efforts may have been in vain because the billboard changed to announce the billboard would be moving to a different hopefully less hungry suburb. The new billboard read: You Wouldn’t Stop Eating Our Billboard So We Moved It To Geneva Freeport.
https://www.instagram.com/p/CSKIrhFHQee/
Muse By Clio reported that Paul Caiozzo, the creative chief of Interesting Development, said: “The board not only generated interest with passersby this summer, but Steve also talked about his protection of the board to local and national news publications.
“Plus, the stunt received positive engagement and commentary on Steve and Sir Kensington’s social media channels.”
