Behind the scenes: Mini Babybel unveils giant cheese billboard

Ahead of Red Nose Day, Mini Babybel teamed up with charity Comic Relief to brighten busy commutes at Kings Cross station through the power of comedy.


The activation, which took place yesterday (8 March), featured a giant edible billboard made from 10,000 Babybels, each wrapped with a mini joke, which commuters could pick. Mini Babybel also partnered with Googlebox star Scarlett Moffatt to crack witty one-liners and jokes with commuters. 

The activity was inspired by a recent survey from Mini Babybel, which showed that two thirds (67%) of young Londoners are feeling surprisingly positive about the year ahead. It also found that Londoners love a laugh with stand-up comedy (25%), witty one-liners (17%), and comedy sketches (17%) topping the positivity poll as being the most popular ways of making them smile. 

Commuting, train strikes and queuing (41%), however, are the top things guaranteed to wipe smiles from Londoners faces with rudeness (38%) coming in close second

Moffatt said: "People my age get a bad rap for being selfie obsessed, and pretty selfish in general, really, but we’re not.  It’s great that Mini Babybel have found that random acts of kindness, donating to charity, and witty one liners, all come out on top of the things that make us smile. Like over 70% of other young Brits, me and my mates are feeling optimistic this year."

Babybel rolled out a 'make your face funny for money' fundraising initiative throughout UK cinemas in 2015, in collaboration with Comic Relief. Arla cheese brand Castello hosted a pop-up Scandinavian kitchen at London Victoria train station in 2015, which delivered a new dining experience called 'smorging'.

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