A 70-Acre Field Becomes a Giant Billboard in Campaign for Natural Meat

Canadian meat producer Greenfield Natural Food Company turned a 70-acre hayfield into a "sustainable billboard" in a stunt promoting its natural credentials.

The campaign, by Havas Canada, was carved into the field in Manitoba to highlight that Greenfield's products are from animals that are raised in a more natural way, without any antibiotics or hormones. Just to make sure of its environmental credentials, Greenfield even bought carbon offset credits to eliminate the effects of the drones and helicopter needed to shoot the video and commercial.

The film of the stunt will run on social and digital channels, and include OOH components. The spot began running in Canada in April and in the U.S. in mid-May with a heavy push in Florida and Chicago.