19 responded to this post

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 David H. said on October 12th, 2007

Eh. I don’t think that would make me want to go to McDonalds. It doesn’t motivate me at all.

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 g. said on October 12th, 2007

That took two copywriters?

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 kjbro0me said on October 12th, 2007

There was a Lipton Green Ice Tea billboard in Vancouver a couple of months back that was basically this exact same concept (unfortunately, I couldn’t find a photo of it online). But the Lipton ad had a nice bright yellow background. The black background in this case is quite drab, doesn’t really work with the fresh green message of the lettering.

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 D said on October 12th, 2007

Looks like something that should be placed on my doorstep.

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 Bob said on October 12th, 2007

I like it. But I think it would have been better if the entire board were “planted” with lettuce, and the letters were formed where the lettuce had been “picked.”

After all, that’s the lettuce going to McDonald’s, right?

Still, I nit-pick. It’s pretty cool.

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 Kirk Littell said on October 12th, 2007

If the first rule of advertising is to use a visual that gets someone’s attention then this works rather well. Although, if we’re going to nit-pick then I would have made the background white (seems like the green would be dark enough to provide ample contrast.) I suggest this becuase I don’t equate “fresh” with a black background.

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 fragileheart said on October 12th, 2007

Is that real grass or are they advertising fresh salads with astro-turf? Because That’d be real fresh!

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 Nymo said on October 12th, 2007

Reminds me of a “Gardens.Com” (or ‘garden.com’. i forget…) billboard that used to be along the way to San Jose a long while back.
The big problem with it, though, that it was found rather dead and un-green later on in the billboard’s life…

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 jebus said on October 13th, 2007

Yeah, would have looked a ot fresher and had way mnore contrast on a white background. Or maybe even an all green background so that the only contrast is in the texture of the 3D grass.

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 Jerry said on October 13th, 2007

Salad full of car exhaust. Yummy.

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 yulia said on October 13th, 2007

the concept is fresh. the execution is rotten.

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 ac said on October 16th, 2007

kjbro0me, it was nestea and here’s the link:

http://www.loweroche.com/clients.php?c=Nestea&pg=2

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 Bob said on October 17th, 2007

//That took two copywriters?//

Two copywriters to come up with the concept, one art director to screw-up the execution.

You know, like what happens every day in agencies.

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 Zeid Nasser said on October 24th, 2007

Excellent outdoor implementation !

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 Jakub Keller said on June 2nd, 2008

That’s horrible marketing. I don’t get anything from that whatsoever. Just because McDonald’s claims fresh salad means nothing. And to have that mutant “lettuce” on a billboard is down right eerie. How does McDonald’s grow lettuce on a billboard? Oh yes, the crazy chemicals they throw in the veggies… duh… How about get a real job marketing for a more noble company, sell-outs.

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 Mi said on June 14th, 2008

I like it. I think it is a good initiative to promote salads and this whole idea of a healthier menu. If they want (or maybe need) to change a little bit this “junk food restaurant” image, it is pretty cool, and I think it works as an advertisement. That doesn´t mean that from now on people should eat every day at Mc donalds

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