In order to make it known to the public that Carulla's stores are open 24 hours, a unique grocery store advertisement campaign was set up. Rather than spreading the message in a conventional way, Carulla had its competitors do the talking.
When local bakeries, grocery stores and liquor stores closed up for the night, Carulla paid these competitors for space on the gates that secured their shops at night. As well as relaying humorous messages, this was a clever way for Carulla to point people in the direction of where they could find a drink, a hot dog or a pastry sometime late in the night after these small shops had closed.
Although it's quite sad to see some of the small shops printed with these messages on them, you had to know that they agreed to give Carulla the ad space in the first place.
Nighttime Grocery Billboards
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Cheeky Grocery Branding
Terrifying Digital Billboards
Live Update Tennis Billboards
Distorted Beauty Billboards
Intentionally Broken Billboards