Tesco grows on OOH… Literally!
In order to highlight the natural and Irish origin of Tesco beef products, PML worked with Initiative Media and Rothco to produce a very different type of OOH campaign. In a media first, Tesco’s OOH special features naturally grown grass placed on 48 Sheets, 96 Sheets and bus shelter 6 Sheets. Various seeds of grass that are used by Irish farmers were also used for the billboards and when the grass was grown it was attached to the panels using a mesh. The grass continues to grow as normal while on display and so requires daily watering. The grass will be replanted after the campaign.