A young husband-wife team had just taken over ownership of this 100-year-old, neighborhood meat market. The challenge? Rejuvenate the brand while retaining its legacy of community goodwill. We decided to shout our message from the rooftops…literally. We committed to an aggressive, ongoing billboard campaign that reflected the personality of the owners…clever, irreverent, and always willing to poke a little fun at themselves. In its first year, the campaign helped the market increase sales by almost 20%. The campaign, now in its sixth year, has become a community fixture with people commenting on it constantly.