Wherever people walked on newly tarred streets and footpaths some time ago, their shoes left imprints that are still visible. The promotion took advantage of them by simply adding advertising messages that recommend a Slim-Fast diet. Thus, it seems as if a really heavy person has just walked by. As an unexpected place for advertising messages, the so branded imprints attracted the attention of the passers-by.

Adding the advertising message to the imprints by dint of stencils was as easy as inexpensive. It resulted in an increase of internet-visits during the promotion phase by about 15% compared with an average month.