Why Deliveroo created an edible billboard of burgers

The food delivery service installed a billboard made up from 2,000 burgers to "interact with more consumers".

The activation launched for one day only outside The Old Truman Brewery in Shoreditch, London, yesterday.

The burgers were handed out for free as part of the brand's "Eat more amazing" campaign. 

Emily Kraftman, Deliveroo's head of marketing, said: "As well as the big mass media we're having with TV and out-of-home, actually physically bringing that to life and having a chance to interact with people and giving them great food feels like a really important part of that strategy."

She added: "We're looking at across the UK at how we can bring the campaign to life and interact with more consumers."