Digital Printing

World’s First Edible Billboard

British chocolate company invites passersby to take a bite.

Published

17 years ago

July 10, 2007

MaryKate Moran Signs of the Times July 2007 Issue

To celebrate Easter, U.K. candy retailer Thorntons invited visitors to London’s Covent Garden to pick away at an 860-lb. (390-kg.) chocolate billboard. The 14.5 x 9.5-ft. (4.4 x 2.9m) sign, reportedly the first edible billboard in the world, includes 10 bunnies, 72 giant eggs and 128 panels, with everything from dark, to hazelnut, to white chocolate.

Master chocolatier Barry Colenso, and his 10-person team, needed three months to plan, and more than 300 hours to build, the billboard. The candy company anticipated the wall would stand for a week, but, to its surprise, pedestrians devoured it in five hours.

Related Topics:Digital Printing July 2007

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