We wanted to prove to potential travelers that we aren’t all talk by putting our ad where our mouth is: We printed edible ads, using edible paper and edible ink, to let people know about JetBlue’s free unlimited brand-name snacks. We then inserted them into the decidedly inedible New York Post to get our message across.

To get our message through on a very small budget, we needed to be surgical with not just our idea, but also where it was placed. We targeted Manhattan zip codes where we know our customers reside and, for one weekend only, inserted the edible ads into the decidedly inedible New York Post.

Within just two days of the “Edible Ad” being distributed, we garnered 5.9MM earned impressions across 12 total placements, which included a NY1 broadcast news anchor eating the ad on-air. Additionally, we saw 3.1MM earned social impressions.