Driving Miss Daisy: Gull and Contagion create unique product demonstration with edible billboard

  • Advertising
  • March 2, 2015
  • StopPress Team
Driving Miss Daisy: Gull and Contagion create unique product demonstration with edible billboard

As a quintessential challenger brand, independent, family owned oil company Gull has tried a few things to get noticed, from themed toilets, to aggressive pricing (and criticism of the pricing structure of its national competition), to road rage reduction tools to docking wages of staff for customer theft. And, in an effort to draw attention to its biofuel, Gull Force 10, it worked with Contagion to create an edible billboard as part of its sponsorship of the Splore music festival. 

As a release says: "Gull Biofuel is made with dairy waste, making it the most eco-friendly fuel in New Zealand and the only Biofuel currently available. Trouble is, very few people are aware that Gull offer this product, let alone how Biofuel is produced." 

So, on the road into the festival, which is committed to becoming a zero-waste event, a full-sized billboard was constructed from hay-bales and printed with non-toxic vegetable dye. A herd of cows was then released into the paddock and let loose on the billboard to demonstrate how Biofuel is made—or to demonstrate the first bit of the process, at least. 

It's not the first time billboards have been made delicious to animals, however. 

And as for the humans, Fly Buys released a lollipop billboard and jaffa installation for its 'Dream a Little' campaign

And cake maker Mr Kipling did the same overseas. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Is consolidation the way of the future?

  • Advertising
  • January 18, 2019
  • Caitlin Salter
Is consolidation the way of the future?

The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit