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Greggs hired artist to create live #freshbillboard in campaign for new healthier range

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.

greggs hammo fresh billboard

 

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 releaseGreggs’ 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!

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Rich started PRexamples.com in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service bloggabase.com. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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