Volkswagen needed to find an innovative way of demonstrating the awesome road-eating power and acceleration of the new Volkswagen Golf R in magazines to increase sales. So, an edible insert that literally gave people the chance to “Eat the road” was conceptualized and placed in Auto Trader motoring magazine.
The magazine Ad was actually printed on paper made of glutinous rice, flour, water, salt, propylene glycol, FD&C color and glycerine. Meaning it was completely edible. Bon appetit!