The smartest street billboard ad I have ever seen, or looked at and liked a lot?

Not so much a billboard as a shop sign.

In the UK, there’s a popular bakery called Greggs . They’re all over the place, but they’re really prevalent in the North East of England where they were founded and are headquartered.

One of their Newcastle city centre branches put this sign up one Christmas.

No - the photo hasn’t been flipped - the sign on Burger King next door is the right way round, as are the posters in their windows. They’d taken their existing sign down and installed a mirror-image version.

Why on earth would they do that?

Let’s cross the street. Another Newcastle institution directly opposite this branch of Greggs is the department store, Fenwick. Every year they set out their famous Christmas window, which attracts huge crowds on the day of its unveiling and for the whole Christmas period.

This being the age of social media, the Fenwick window gets photographed and shared a lot.

On this particular year, one of the images that was being shared would be this one:

Well played, Greggs