In pictures: Flora to land giant dinosaur in Westfield


Unilever brand, Flora has revealed its plans to install a 13-metre dinosaur made of plants within Westfield Stratford tomorrow (25 March).

The giant diplodocus, aptly named Florasaurus made its way visited iconic locations throughout the capital, such as Piccadilly Circus and Canary Wharf before heading east.

The creature has been constructed using 35m2 of plants. It measures the length of a double-decker bus and weighs 750kg, or the equivalent of three grand pianos.

It has been created in a bid to educate children about where their food comes from, as well as highlight the fact that many dinosaur species were vegetarian.

The Florasaurus will remain in place until 4 April, at which point it will travel to the Trafford Centre Manchester from 7-10 April.

The activity comes as research conducted by Toluna in February revealed that British children don’t eat enough vegetables because they think they are boring.

Flora is subsequently investing £12.5m into a programme of activities designed to highlight the power of plants throughout the year.  

Agency Hot Pickle worked with Flora to create the interactive experience. 

James Brennan, marketing manager at Unilever said: "Today we’re showing our commitment to helping kids understand where food comes from, as well as the benefit of plant-based foods. This campaign forms part of our quest to make a positive impact through reconnecting children with the food they eat. "

Laura Pace, senior account director, Hot Pickle added: "We've relished the challenge of bringing to life Flora’s brand message ‘The Amazing Power of Plants’ through our extraordinary plant eating dinosaur -'Florasaurus'.

"Partnering with the Eden Project has given us some wonderful content that we can't wait to share with families in London and Manchester over Easter." 

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