FOOD + DRINK

At Jet Blue They Provide All-You-Can-Eat Snacks

When you’re stuck on a long flight plagued by crying babies and not enough legroom, sometimes in-flight snacks are the only form of solace. JetBlue feels your pain: Since its inception, the airline has offered free, unlimited bags of chips, cookies and crackers in-flight. To promote those all-you-can-eat snacks, it’s encouraging customers to take a bite of its advertising—literally.

In this Saturday’s New York Post, JetBlue is launching an edible paper ad, created by MullenLowe, made of potato starch, water, vegetable oil and glycerin. The edible ad stunt has been done by other brands in the past, including VW South Africa, which encouraged consumers to “Eat the Road” on edible paper ads in 2011.

The JetBlue paper ad actually tastes pretty bland (“We’re not saying you should, but you could” eat the paper, the copy states), but it nonetheless gets the message of unlimited snacks across in a fun way.

“The unlimited snacks are really a point of differentiation for us, and there’s an emotional benefit from it as well,” said Phil Ma, manager of brand advertising and content at JetBlue. “The ad is a great way to bring this on-board experience to life.”

“These small gestures go a long way with customers,” Ma added. “People always say, ‘I love the free snacks.’ It goes back to our goal of providing exceptional customer service.”

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