Peel-y good: Babybel peel open their iconic wrapping on new billboard

Babybel has launched an eye-catching campaign in London and Manchester that brings its iconic wax peel to life in an unexpected way. Conceptualised by the team at BETC, this out-of-home stunt features a billboard with a peel-able top layer, mimicking the super satisfying experience of unwrapping our beloved Babybel snacks.

The campaign is part of Babybel’s ongoing “Join the goodness” initiative, which aims to solidify the brand’s position as a healthy snack choice that has been cherished by the nation for nearly five decades. Pippa Sparks, business director at Spark Foundry UK, explained the intent behind the campaign: “We wanted to celebrate this peak sporting moment in a way that reflects Babybel’s iconic status. Our goal is to make Babybel the go-to snack for young families and young adults.”

Adding a dynamic element to the billboards, actors stationed atop ladders peeled back the red layer, unveiling the cream-coloured billboard beneath, engaging onlookers with this interactive spectacle. This unique execution not only draws attention but also reinforces the playful nature of the Babybel brand.

Babybel has also teaming up with Heart Radio DJ Mark Wright and notable sports figures like gymnast Max Whitlock, two Lionesses, and a professional pickle ball player to promote physical activity this summer.

 

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