Over the last month, a very interesting development could be seen in Milwaukee from the I94 freeway, just east of Miller Park. A billboard suddenly grew a 3 dimensional Jack-in-the-Bean-Stalk size vine. It grew up the support and around the billboard frame and then stopped growing for a while. Suddenly there were tomatoes on the vines. Big, HUGE red tomatoes. As it turned out they were 5 feet tall by 13 feet around and weighed 150 lbs. They sat ripening for another 10 days or so. Then finally, their meaning became clear as two gimungus cans of Red Gold tomatoes were added. I say well done.
Later while researching this event on the company website, I found out the best part. Today, March 27th Red Gold will donate 10,000 lbs of tomatoes to Milwaukee’s Hunger Task Force on behalf of Roundy’s.
With all the talk of viral social networking and new media, here was old media: a billboard. One of the oldest marketing mediums – this plain old rectangular billboard- had just had used to great effect in a new and innovative way. Bravo Red Gold on both counts!
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