My blog is about exchanging ideas and best practices on all things marketing and communications related. I'm interested in your thoughts, feedback, additions, arguments and point of view.

Monday, November 12, 2007

Fresh Salad anyone?

This is a great outdoor billboard by MickeyD's... Sixteen varieties of actively growing lettuce are in the billboard (iceberg lettuce, romaine lettuce, baby red romaine, baby green romaine, baby red leaf, baby green leaf, baby red swiss chard, baby red oak, baby green oak, lolla rosa, tango, tatsoi, arugula, mizuna, radiccio, frisee) and are arranged to spell out "Fresh Salads." "These greens were planted on a vertical wall garden system.

The board was hand painted and textured to match soil underneath the plants. The individual plants were germinated from seed in a greenhouse and installed as seedlings onto the board" the creative team says in an E-mail. "None of us have had any experience working with horticulturists or anything even close (in fact, not one of us has even a remotely green thumb). We wanted to work with someone who was an expert in this area and we were lucky enough to find Greg Pierceall of the University of Illinois."

Since the introduction of McDonald's Premium Salads in the U.S. in 2003, the fast food company claims to have sold over 486 million salads, placing them in the upper echelon of greens distributors in the U.S. It has been recorded that annually, McDonald's uses 80 million pounds of Spring Mix lettuce and an additional 100 million pounds of green leaf lettuce and iceberg lettuce on its sandwiches, 30 million pounds of tomatoes, 6.5 million pounds of grapes and 4.2 million pounds of walnuts. And that's not including their billboards, which have been highly supported by neighboring McDonald's franchise owner, Ernie Cochanis.

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