“A Love Letter to Moms: How Sauced Lab and Venus Et Fleur Took Over NYC with a Landmark Wheatpaste Campaign”
Ahead of Mother’s Day in New York City, Sauced Lab joined forces with Venus Et Fleur to deliver what can only be described as one of the most striking wheatpasting poster campaigns the city has seen to date. Designed to command attention and spark conversation, the campaign leaned into both emotional storytelling and bold visual execution.
At the core of the initiative was a deliberate focus on scale and impact. Venus Et Fleur specifically called for 48x72 posters—widely regarded as the gold standard for attention-grabbing street placements. These oversized formats ensured maximum visibility, cutting through the noise of New York’s dense urban landscape and drawing the eyes of passersby across key neighborhoods.
In the heart of Meatpacking District you can see the Venus Et Fleur posters.
The campaign rolled out with eight distinct designs, each thoughtfully crafted. Six of these featured mothers alongside their children, captured in intimate, authentic moments. Complementing these visuals was a dedicated note—equally prominent—serving as a heartfelt message that tied the entire series together. The posting pattern itself was intentional: two mother-focused posters flanking a central note, creating a rhythmic and emotionally resonant visual flow across installations.
Execution was just as meticulous as the concept. Sauced Lab utilized a custom Google Maps system to track every installation throughout the campaign. This visual mapping approach allowed for real-time documentation and gave the client full transparency into placement coverage and campaign reach from start to finish.
Wheatpaste Posters can be seen in Lower East Side New York City.
Installations appeared across some of Manhattan’s most influential neighborhoods, including SoHo, the Lower East Side, Tribeca, and the Meatpacking District—areas known for high foot traffic and cultural relevance. Each poster was produced on premium 80lb paper, widely considered the best material for wheatpasting due to its durability and resilience. The result was a series of installations that held up against varying weather conditions while maintaining their visual integrity.
Aesthetically, the campaign delivered exactly what was intended. Bold, vibrant colors dominated each design, ensuring the visuals popped against the city’s textured backdrops. The combination of scale, color, and emotional storytelling created a campaign that was impossible to ignore.
This project stands as a clear example of what wheatpasting can achieve when executed with precision and purpose. From a well-developed concept by Venus Et Fleur to seamless, high-impact deployment by Sauced Lab, the campaign demonstrates how thoughtful planning and expert execution can transform a traditional street marketing tactic into something unforgettable.
Please contact Sales@saucedlab.com for wheatpasting services in New York City.
