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‘Lickable flower’ stall opened in striking RHS Chelsea Flower Show piggybacking stunt

Piggybacking on the opening of 2016’s RHS Chelsea Flower Show, Amorino (an artisan gelato boutique or, in English, an ice cream shop) has created a ‘lickable flower’ stall on Kings Road, London.

In what’s a visually striking campaign, the yellow flower in the bouquet below is actually ice cream.

There are ten standard flavours and ten vegan flavours (all certified by The Vegan Society, apparently), including pistachio, mango, lampone, chocolate and banana.

As well as the flower stall, the floral ice creams can also be bought in Amorino shops across London, in Soho, Covent Garden, Islington, Chelsea and Westfield in Stratford.

Sources: Metro, Stylist and Standard

Involved agency: Way to Blue

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Rich started in January 2012. He runs consumer PR agency Radioactive PR, which has two offices in the UK. In March 2013, Rich co-founded blogger outreach service He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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