Brand MarketingJetBlue Made an Edible Ad to Promote Its All-You-Can-Eat SnacksThe stunt was created by MullenLoweBy Christine Birkner|December 1, 2016 ShareBy Christine Birkner|December 1, 2016 Share 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." CREDITS Client: JetBlue Airways Title: Edible Ad Agency: MullenLowe CREATIVE 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 PRODUCTION 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 PRODUCTION Art Producer: Kate Moore Jr. Art Producer: Samantha Sturchio Senior Photographer: Erika LaPresto ACCOUNT MANAGEMENT Executive Director: Drayton Martin SVP, Group Account Director: Emily Brooks Account Director: Molly Bluhm Senior Account Executive: Grace Clemow STRATEGY Group Strategy Director: Ellie Gogan-Tilstone Senior Strategist: Mike Patrick MEDIA SVP, Group Digital Director: Jade Watts Associate Media Director: Kelly McGowan Senior Media Planner: Lauren Meyers PR/SOCIAL SVP, Account Director PR: Jaclyn Ruelle Account Supervisor PR: Becky Brand Account Supervisor PR: Brittany Topham Adweek Adweek