Soul Origin to unveil 'edible billboard' to spread on Instagram
QSR Media sat down with Soul Origin to discuss its "edible billboard" to be set up passersby in Sydney’s Martin Place on November 12 between 10.30am and 2.30pm.
"We really wanted to get across our key message of “Eat Fresh-er” to our customers and emphasise just how fresh our ingredients and meals are - and what better way to do that than spell it out right in front of them, in huge letters literally created from fresh ingredients! It’s going to be such a stunning visual spectacle that it really lends itself to Instagram as a way to spread that message, supported by the experience of being able to taste our fresh salads at the same time," Chris Mavris, Soul Origin General Manager told QSR Media.
A unique “pay by Instagram” process means customers must upload a hashtagged snap of the “edible billboard” to their Instagram account to receive their lunch.
The massive, vibrant vertical installation will use fresh fruit and vegetables to spell out Soul Origin’s tagline of “Eat Fresh-er”. The billboard will be aim to capture the attention of the Sydney public and bring a distinctive burst of colour to Instagram accounts across the city.
"We think the “pay by Instagram” method - using Instagram as currency - is pretty innovative and we love that it has got people talking about our brand," Mavris said.
"Social media is hugely important - it conveys your brand voice, represents your brand and products visually, is an immediate portal for news, creates conversations and hugely influences purchasing behaviour. Not to mention people love looking at, and taking pictures of food - it certainly lends itself well to our industry! Harnessing the power of social media is increasingly becoming the way of the future - it’s very important to recognise this and keep up with it."
Over four hours, Soul Origin said that they expect to hand out up to 3000 meals, delivering its signature food to the people of Sydney in a unique way.
When asked about any future plans, Mavris said, "We’re very excited about a new menu that will be launched in our stores in the upcoming months. We’ve put a lot of work into the new products with a focus on innovation through design and technology. It is a very exciting time for our brand."
"At Soul Origin we really try and push the boundaries as a brand - look out next year for the World’s Biggest… ??"
