These Billboards Are So Fresh You Can Harvest Fruit and Veg Through Them

UK supermarket Sainsbury's has placed OOH displays in rural farms

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From Nike’s high-tech 3D billboard to Corona’s solar-powered posters, brands have been getting increasingly creative with their out-of-home (OOH) budgets. Now, British retailer Sainsbury’s has unveiled its own experiment: billboards you can harvest food from.

To highlight the autumn specials in its own luxury Taste the Difference range, the grocer has planted a series of billboards smack bang in the middle of some of the farms in the U.K. where its ingredients are harvested.

A Sainsbury's billboard planted on a farm.
Wieden+Kennedy London, Sainsbury’s

Promoting products including its apple and blackberry tart and potato tray bake, the bespoke transparent fixtures feature simple 2D branding and perfectly frame the farmland landscape around them.




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