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Cheestrings: Lunch Trade
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The stunt, created for Cheestrings by Toronto agency Broken Heart Love Affair, has so far resulted in over 1,000 serious (and not so serious) offers, and 213M (and counting) earned media impressions. Last Tuesday (Aug 2) a giant billboard selling a single Cheestring went up at Toronto's Yonge-Dundas Square. Yeah, a Cheestring.
The ad read: FOR TRADE: One Cheestring Accepting trades for one Cheestring. Marble flavour. Still in original packaging. No lowballs. I know what I have. 647-407-0938 The billboard was up for three days and has so far received over 1,000 offers (and counting) ranging from the serious to the ridiculous—including two Persian cats, a broken lawnmower, Shaquille O’Neal Rookie Cards, someone’s pregnant girlfriend, a golden gorilla statue, and a yacht. The news media took notice, and media coverage started to come in from outlets including Narcity, CityTV, New York Post, Breakfast Television, Global News and HuffPost. The phone number on the ad directs to an actor, Joey Harlem, hired to play the role of a 48-year-old professional trader named Angel Domingo. One New York-based radio station even offered Mr. Domingo his own show as a trade. The stunt is part of “Keep it Cheesy”, a new campaign created for Black Diamond Cheestrings by Toronto-based agency Broken Heart Love Affair that taps into the brand’s fun and playful nature.
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