Red Gold billboard threatening to devour city of Columbus, Ohio

Posted on Wed Feb 4 2009

Red-gold copy

It's the attack of the killer tomatoes!
  This billboard went up recently in Columbus, Ohio, and it's the first work from creative agency Clarity Coverdale Fury in Minneapolis for the Red Gold family of canned tomato products. Red Gold says it's the first time it's gone 3-D like this. The outdoor campaign brags that the best tomatoes are grown in Tomato Country—i.e., Indiana and Ohio. In addition to the out-of-home attention grabber, Red Gold is getting the word out via e-mail blasts and a microsite, called Linda's Forum, within the Red Gold home page. The section includes recipe ideas incorporating canned tomatoes, as well as an interactive meal planner and coupon and promotional offers.
  The billboard, which they're calling an "outdoor spectacular," includes tomatoes that are 5 feet tall and 13 feet in diameter; 140 feet of tomato vines; leaves that are 8 feet tall and 4 feet wide; and Red Gold cans that are 16 feet tall by 12 feet wide. Hunt's must be quivering with fear.

—Posted by Elaine Wong


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