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FoodState's route to market
FoodState, a supplement range on the market, reinforced its presence in South Africa with a series of billboards on busy roads in the Johannesburg metropole. Billboard advertising is not the usual route to market for a nutritional supplement company.
FoodState reached its desired target market in LSM 8 - 10 by selecting PRIMElites positioned on major arterials within the northern and eastern suburbs of Gauteng. The close proximity to the curbside and the illumination of the billboard ensures a high degree of impact 24 hours per day.
"FoodState wanted to stand apart from the competition, with a bold approach," commented Mark Mac Donnell, sales and marketing director for Primedia Outdoor. "FoodState's unique product offering is clearly illustrated in this striking execution. The billboards are viewed in peak traffic times but also catch the eye at night when fully illuminated."
