While most advertisements strive for prime placement in public, this cheese ad series from Daiya Foods is content in spots that you might not even see, which is precisely the point. The ad series is printed with a message that reads: "It's easier to notice this ad than notice out pizza is dairy-free." These unusual ads are set up on top of buses, the undersides of bus shelters, or even installed as tiny tile-size ads that are hard to spot in the aisles of a grocery store.
Although it seems counterintuitive, By making its marketing hard to see, this challenges consumers to go out of their way to read the messages on the ads. Despite being a series of ads about dairy-free pizza, this concept could easily be adapted to suit another product or service.