In short, we grew a billboard.Over three weeks, thousands of heads of lettuce grew to spell out 'Fresh Salads'.After locating a South-facing billboard for maximum sunlight, we called upon one of the nation’s leading horticulturists. He scoured the country for the 17 varieties of lettuce that go into a McDonald’s salad.

After that, it was up to Mother Nature and an army of gardeners watering and pruning twice a day.

Sales in the market area increased by 30%, with more than 546,000 salads sold.PR return on investment was extraordinary. Local broadcast media covered the story, as did numerous national and international publications. The billboard also made a huge splash in the blogosphere.