Peter Leitch is the Mad Butcher. He never went to secondary school, has a very colourful vocabulary, and is possibly the smartest marketer I have ever met.

He created a national chain of branded butcher shops based on an exaggerated version of his own already larger-than-life personality.

He gave us a brilliant brief: 'be mad', and meat pack each to take home. We gave him these billboards and posters, which returned gongs at Axis and AWARD.