# Lemon-Based Billboards Amstel Radler Challenged People to Guess How Many Lemons Made Up Its Ad By Laura McQuarrie | Published 2018-10-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/amstel-radler References: [serviceplan](https://www.serviceplan.com/en/news-detailed/amstel-radler-billboard.html) & [esdemotivado](http://www.esdemotivado.com/) There are now a growing number of [outdoor advertisements](https://www.trendhunter.com/trends/outdoor-advertising-campaign) that are being constructed almost entirely of edible materials and Amstel Radler and Publips Serviceplan worked together on a large-scale [billboard made of citrus fruits](https://www.trendhunter.com/trends/let-your-summer-side-out). To share the message that "You can’t get this taste without lemons" in a fun way, Amstel Radler set up a gigantic canvas and challenged people over the summer to guess exactly how many citrus fruits were used in the making of the advertisement. Just 10 people were able to correctly guess the number, although thousands of people were driven to enter their guess on the website. From afar, the billboard made out of lemons just looks like a large yellow canvas but up close, it puts a [refreshing twist on outdoor advertising](https://www.trendhunter.com/trends/lola-mullenlowe) and street art. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 52% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Edible Billboards:** Creating outdoor advertisements using edible materials opens up opportunities for interactive and engaging campaigns. - **Interactive Guessing Games:** Challenging consumers to guess the number of edible materials used in an advertisement can generate buzz and increase engagement. - **Refreshing Outdoor Advertising:** Using unconventional materials like lemons in billboards can provide a unique and memorable experience for viewers. ### Who This Affects Most - **Advertising:** The advertising industry can explore new ways to create interactive and engaging campaigns by incorporating edible materials. - **Food and Beverage:** The food and beverage industry can utilize edible billboards as a creative way to promote their products and engage with consumers. - **Art and Design:** The art and design industry can find inspiration in using unconventional materials like lemons to create unique outdoor installations. ## Related on Trend Hunter - [Sun-Framing Billboards](https://www.trendhunter.com/trends/daily-dose-of-vitamin-d.md) - [Interactive Snacks Billboards](https://www.trendhunter.com/trends/grab-and-go-billboard.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Game Show-Style Billboards](https://www.trendhunter.com/trends/outdoor-advertisement.md) - [Peeling Cheese Packaging Billboards](https://www.trendhunter.com/trends/babybel-billboard.md) - [Beer-Cooling Billboards](https://www.trendhunter.com/trends/heineken-billboard.md) - [Rosé-Dispensing Billboards](https://www.trendhunter.com/trends/dispensing-billboard.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md)