Surprise the audience by making the product image that appeared as an advertising superimposition on the TV screen, eatable. During the airing of sporting news and programmes we made the commentators reach out for what appeared to be just a product image (a superimposition) and actually eat a real OTR sandwich. The advertising product image was so enticing they could not resist eating it during the show in front of the astonished audience.

After difficult negotiations with media owners, we created a new advertising format that many announcers wanted to imitate. Sales objectives exceeded 25% of their initial goal and there was unbelievable word of mouth for OTR. Everybody wanted to eat an OTR sandwich.