Volkswagen needed to find an innovative way of demonstrating the awesome road-eating power and acceleration of the new Volkswagen Golf R in magazines to increase sales. So, an edible insert that literally gave people the chance to “Eat the road” was conceptualised and placed in a motoring magazine.
Eat the Road. Seriously, eat it. Ingredients: Glutinous rice flour, water, salt, propylene glycol FD&C colour, glycerine.
Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Director: Chris Gotz
Art Director: Jonathan Lang
Copywriter: Tommy Le Roux
Published: April 2011