VW South Africa Edible Magazine Ad Encourages Readers to "Eat the Road"
By: Marissa Brassfield
Published: May 26, 2011

VW South Africa's latest campaign for the Volkswagen Golf R involves an edible magazine ad that prompts readers to "Eat the Road." The edible ad was made from glutinous rice flour, glycerine, water, salt and propylene glycol FD&C color; it aims to bring home the Golf R's acceleration and power.
The Ogilvy ad agency of Cape Town, South Africa orchestrated the "Eat the Road" edible magazine ad for VW South Africa. It was first published in April 2011. The full ad brief appears below:

Comments:
Barnaby
May 26, 2011

I love the cross-media idea, but doesn't sound like it tastes very good. I wonder if this will lead to all kinds of edibles in magazines...like packets of sauces, pages of beef jerky?