JetBlue Made an Edible Ad to Promote Its All-You-Can-Eat Snacks

The stunt was created by MullenLowe

When you're stuck on a long flight plagued by crying babies and not enough legroom, sometimes in-flight snacks are the only form of solace. JetBlue feels your pain: Since its inception, the airline has offered free, unlimited bags of chips, cookies and crackers in-flight. To promote those all-you-can-eat snacks, it's encouraging customers to take a bite of its advertising—literally.

In this Saturday's New York Post, JetBlue is launching an edible paper ad, created by MullenLowe, made of potato starch, water, vegetable oil and glycerin. The edible ad stunt has been done by other brands in the past, including VW South Africa, which encouraged consumers to "Eat the Road" on edible paper ads in 2011.  

The JetBlue paper ad actually tastes pretty bland ("We're not saying you should, but you could" eat the paper, the copy states), but it nonetheless gets the message of unlimited snacks across in a fun way.

"The unlimited snacks are really a point of differentiation for us, and there's an emotional benefit from it as well," said Phil Ma, manager of brand advertising and content at JetBlue. "The ad is a great way to bring this on-board experience to life."

"These small gestures go a long way with customers," Ma added. "People always say, 'I love the free snacks.' It goes back to our goal of providing exceptional customer service."

Client: JetBlue Airways
Title: Edible Ad
Agency: MullenLowe

Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
VP, Creative Director: Julia Neumann
VP, Creative Director: Amy Ferguson
VP, Creative Director: Ben Salsky
Associate Creative Director/Art: Dan Madsen
Senior Copywriter: Chris Gilbert
Senior Art Director: Dan Pappas

SVP, Executive Director Integrated Production: Liza Near
Associate Director, Print Production and Experiential: Kristine Ring-Janicki
Senior Project Manager: Christina Gratton
Lead Content Producer: Aubrey Hayden
Videographer/Editor: Taylor Toole

Art Producer: Kate Moore
Jr. Art Producer: Samantha Sturchio
Senior Photographer: Erika LaPresto

Executive Director: Drayton Martin
SVP, Group Account Director: Emily Brooks
Account Director: Molly Bluhm
Senior Account Executive: Grace Clemow

Group Strategy Director: Ellie Gogan-Tilstone
Senior Strategist: Mike Patrick

SVP, Group Digital Director: Jade Watts
Associate Media Director: Kelly McGowan
Senior Media Planner: Lauren Meyers

SVP, Account Director PR: Jaclyn Ruelle
Account Supervisor PR: Becky Brand
Account Supervisor PR: Brittany Topham