Sir Kensington's Created a Campaign So Tempting the City Wouldn't Stop 'Eating' It

The brand enlisted the help of agency Interesting Development and a Sopranos actor

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

Sir Kensington’s is known for its condiments, offering its own take on everything from ketchup and mustard to vegan mayo and garlic aioli. However, there can be some surprising drawbacks to creating a delicious series of sauces: fans might get so carried away that they start eating your billboards.

In partnership with brand development agency Interesting Development, Sir Kensington’s recently forged a clever OOH campaign by displaying a 9-foot tall billboard in New York with repeated notices that it is absolutely not to be eaten—only for pieces to slowly disappear as if being gradually devoured over the course of several weeks.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in