TDA Boulder’s OOH Effort for Daiya is ‘Hard to Notice’

By Erik Oster 

TDADaiyaNoticeOOHLgTransitTDA Boulder launched an unusual OOH campaign for Daiya Foods, entitled “Hard to Notice.”

While must out of home efforts aim for maximum visibility, TDA Boulder’s campaign for Daiya Foods’ new line of dairy-, gluten-, soy-, and lactose-free frozen pizzas, rolling out in Portland, Oregon and Denver, Colorado, sacrifices visibility for memorability. Some of the ads are hard to see due to their placement, others because of their diminutive size and some (placed on Taxis) are usually traveling at too fast a speed to attract notice. All of the ads carry the message, “It’s easier to notice this ad than to notice our pizza is dairy-free.”

Large-format versions of the ad will run on “transit shelter ceilings and on city bus roofs, visible from upper story windows only.” Small magnets and stickers carrying the message will be placed around the city by “guerilla teams.” The OOH campaign will be supported by digital efforts, as well as a print campaign in magazines such as Cooking Light, Health, Fitness and Food Network Magazine.



Art Director: Austin O’Connor
Copywriter: Dan Colburn
Creative Director: Jeremy Seibold
Executive Creative Director: Jonathan Schoenberg