McDonald's wanted to create an ad that said "freshness", so they erected a billboard in Chicago made of fresh, living lettuce.

McDonald’s Corp.’s latest effort to promote its health-conscious menu items takes advantage of the saying that the medium is the message.

Green lettuce has been planted to form the words “fresh salads” on a billboard in Wrigleyville near the intersection of Addison and Clark streets to promote its four premium salads.

[McDonald's ad agency's] creative team worked closely with a horticulturalist to create a billboard that could start with 1½-inch spouts and grow into lush leaves. The garden appears to be safe from being plucked apart by birds because there is no place for them to perch and peck.

I wonder if they'll glue slabs of chicken to the billboard and use supersoakers to drench the lettuce in high-fat ranch dressing?

» Fast Food News