Tesco applied an innovative media first to their current outdoor campaign with 96 sheets made of real grass, highlighting the fact that all their meat comes from cattle that graze on 100% Irish grass.
The 96 sheet specials will be on display in Dublin and Cork until mid-June and need daily watering… especially considering the good weather we’re having at the moment!
Almost 56% of people who have seen large format roadside advertising in the past week say they pay attention to where the food they purchase is grown, and 60% of these people prefer to prepare their meals from scratch*, which means the OOH campaign will tie in nicely with the #tescofoodiechallenge that the retailer is now running with selected food bloggers. (*Source: ROI TGI 2015)
The Tesco campaign was planned and booked by PML and Initiative, Rothco was behind the creative and Eclipse Media produced, installed and are maintaining the specials.
For more information on JCDecaux large format roadside possibilities contact sales@jcdecaux.ie