Tesco grows on OOH… Literally!

Tesco 96 Sheet Grass

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.