The humble newsagent is a particularly cluttered environment. It's also the place Rice Krispie Squares are most likely to be bought by the brand's young audience. To bring more customers through the doors in search of Squares, Leo Burnett London placed fake commemorative blue plaques outside newsagents. The blue plaques took the exact shape and style of genuine historical plaques found across the country, but were enlivened by the brand's irreverent sense of humour. Each plaque told a humorous lie, tying-in with the wider print and TV campaign It's All Lies - They're Not Even Square.
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