To promote Greggs new lower calorie sandwich range, the bakery chain commissioned artist Hammo to spraypaint – or, in Greggspeak, ‘freshly prepare’ – a sandwich each day onto a billboard in Old Street, London.
Passers-by and the public (via social media) were encouraged to guess which sandwich was being painted live each day, to be in with a chance of winning a free lunch. The reveal was made at the end of each day.
This video wraps up the campaign and week of painting:
Read more: The Drum
Involved agencies: according to the release, Greggs’ Fresh Billboard activity was developed and supported by agencies Carat, Gratterpalm, Havas PR, Posterscope, Hyperspace and Monorex – which sounds like an awful lot of chefs to me!