Daiya: Hard to Notice, Transit ceiling

For healthy frozen pizza brand, unconventional O-O-H placements, large and small, support the ad message, "It's easier to notice this ad than notice our pizza is dairy-free." Some run where few look, some are almost too small to see, and some go by too fast to read. Large-format ads appear on transit shelter ceilings and on city bus roofs, visible from upper story windows only. Micro-format ads (3.5" x 2" magnets and 2" sq. stickers) are placed by guerrilla teams on high traffic benches, crosswalk lights, elevator panels, transit interiors, phone kiosks, bike racks, parking meters, etc.. Mid-size ads are positioned on the floor in supermarkets' frozen food aisles (5" x 7" clings; also grocery carts), and also on sideways-facing taxi-toppers, where they are only legible when the cab is barely moving. Also, print full pages run in health/food magazines.