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

The stunt was created by MullenLowe

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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

@ChristineBirkne Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.