Agency: Leo Burnett
McDonald's took outdoor advertising to a whole new level with their "Fresh Salads" campaign. One of the restaurants in the greater Chicago area had a garden constructed on a billboard that grew over 15 different types of lettuce sprouting over a three-week period to spell the words "Fresh Salads." The campaign was simply promoting McDonald's salads, while also positioning it as fast food joint with healthy alternatives, contrary to the popular belief of its patrons.
(page 87 in Goodvertising)