Edible Ranch Billboards

Hellmann's WTF is Ranch? Invited Brits to Try a Beloved American Condiment

While ranch is a beloved, everyday staple for millions across the United States, it has yet to catch on in much of the rest of the world, but Hellmann's installed WTF is Ranch?, an edible billboard in Kings Cross, to win over skeptical passersby in the UK. With the aid of Edelman, Hellmann's realized a billboard from over 1,200 individual samples of Hellmann’s Creamy Ranch paired with breadsticks, providing plenty of opportunity for commuters to change their minds about this creamy, herbaceous condiment.

Literally, the billboard saw people eat their words, and as the samples disappeared, a hidden screen was revealed, showing real reactions from those who tried the ranch. The activation drove more than 1,200 trials in under two hours, and the shareable content naturally continued the conversation online.

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