可食用田園沙律醬廣告牌
Hellmann's「WTF is Ranch?」邀請英國人品嚐深受喜愛的美式醬料
儘管田園沙律醬（ranch）在美國廣受數以百萬計民眾喜愛、是日常必備調味料，卻始終未能於世界其他大部分地區流行起來，Hellmann's 因而於倫敦國王十字區設立一塊可食用廣告牌「WTF is Ranch?」，力圖說服英國心存疑慮的路人。透過 Edelman 的協助，Hellmann's 以超過 1,200 份 Hellmann's Creamy Ranch 獨立試食樣本，配以麵包棒，打造出這塊廣告牌，為通勤人士提供充分機會，重新審視這款奶香草本風味調味醬。
這塊廣告牌，直接讓人們親口「收回自己的話」——隨著試食樣本逐漸被取用一空，一個隱藏屏幕隨之顯現，播放試食者真實的反應片段。此活動於短短兩小時內，帶來超過 1,200 次試食體驗，而值得分享的內容，亦自然而然地延續了這場話題於網上的熱議。
英文原文
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.
- 來源
- Trend Hunter
- 發布
- 2026-05-11
- 品類
- Billboards
- 出處
- creative.salon