Soul Origin to set up 'edible billboard', and give away salad in exchange for Instagram posts

The brand will set up an "edible billboard" made from fruit and vegetables and will be handing out free meals to passersby in Sydney’s Martin Place on November 12 between 10.30am and 2.30pm.

While no money will change hands, 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.

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.

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