An innovative street sampling experience that lets pedestrians unveil the ad
French apple brand Cœur de Reine teamed up with agency Verywell to hijack a JCDecaux billboard in Toulouse. The interactive display was filled entirely with free fresh apples for passersby. As pedestrians took apples to eat, they gradually revealed the hidden advertising message underneath. This creative setup turned traditional street sampling into an engaging participatory experience.
Turning fresh produce into the actual advertising medium itself
The billboard challenged pedestrians with a teaser question before revealing the brand’s core tagline: “Generous with a bold character.” Rather than handing out separate samples beside a poster, the product itself formed the actual billboard display. The street furniture simultaneously served as advertising support, market stall, and tasting station.
Strengthening French origin claims to support nationwide campaign expansion
Cœur de Reine apples are grown across three famous French regions: Garonne Valley, Loire Valley, and the Alps. This outdoor activation accompanies a broader nationwide billboard roll-out to boost brand awareness across French and European markets. By linking product tasting with clever design, Cœur de Reine successfully highlights its local origin and distinct flavor profile.
