Vietnamese street food restaurant, Pho, will be serving up complimentary takeaway cups of their signature bone broth at their first ever broth-dispensing billboard in central London.
Happening exclusively on 14th and 15th January 2025, a bone-broth-dispensing billboard will be installed outside London’s Victoria train station. Guests will be handed a branded Pho cup which will have the health benefits of bone broth included on and will move along the length of the billboard. They can choose from beef or chicken bone broth to fill up their cup with. Once the revitalising hot broth has been poured into the cup, guests will also be handed a discount voucher to redeem in any Pho restaurant throughout the month of January.
Experts claim that the hours of simmering bone broth help extract more protein from the bones and connective tissue than is typically found in other broths and stocks, with most of the protein in bone broth deriving from collagen, which makes animals’ tissues stronger and more flexible.
Vietnam’s national dish, phở, has been shown to have numerous health benefits from its base of twelve-hour bone broth, tonnes of fresh herbs and spices, plus the right balance of protein, carbohydrates and vegetables.
According to Healthline, the health benefits of eating bone broth include:
- Reducing inflammation
- Improving deeper and more restorative sleep
- Promoting healthy digestion
- Supporting the immune system
- Aiding weight management
- And boosting collagen.
The one-of-a-kind broth dispensing billboard tap will offer two flavours of their delicious and comforting broth, beef and chicken, with both being gluten-free.
Pho will be giving away complimentary bowls of their nutritious bone broth outside London’s Victoria train station on 14 and 15 January 2025.
The activation was ideated and delivered by brand marketing agency The Fitting Room, who are Pho’s retained communications and culture agency, having previously delivered their viral hangover-cure pop-up bar in 2023.
Libby Andrew’s, Pho’s marketing director, commented: ‘’Bone broth is having a moment, and it’s been the cornerstone of our menu for 20 years. We are so excited to deliver it to thousands of people in a way that no one has done before’’.
The Fitting Room founder and managing director, Charlotte Mair, added: ‘’Pho is one of the leading hospitality brands that we get to work with who sits at the intersection of lifestyle and culture. Taking social listening touch points and consumer desires and bringing them to life. They operate where most won’t and that’s why they continue to succeed, and their customer love continues to grow’’.
