Wheat Pasting vs. Wild Posting: The Difference

When it comes to street-level advertising, you might hear two terms thrown around—wheat pasting and wild posting.

At first glance, these phrases might seem like different techniques, but they are, in fact, the same method of plastering posters in public spaces to capture attention. The difference lies not in the practice itself but in who is talking about it.

In this blog, we’ll break down the distinction between these terms and explain why understanding both can enhance your advertising strategy.

What is Wheat Pasting?

Wheat pasting is a term commonly used by artists, DIY enthusiasts, and the general public. It refers to the traditional technique of adhering posters to walls using a paste typically made from wheat flour and water.

Key Features of Wheat Pasting:

• Roots in Street Art: Often associated with guerrilla art movements and grassroots campaigns.

• DIY Culture: A favored method for independent artists to showcase their work or messages in urban spaces.

  
  

"Wheat pasting" and "wild posting" side by side. Wheat pasting generally refers to grassroots street art culture where wild posting is a new adopted medium for in-the-know brands.

What is Wild Posting?

On the flip side, wild posting is the term used by marketing agencies and professional advertisers. While it involves the same method of adhering posters to urban surfaces, the language shift to “wild posting” reflects a more polished, strategic approach used in commercial advertising.

Key Features of Wild Posting:

• Agency Language: Adopted by advertising professionals to describe organized, large-scale campaigns.

• Strategic and Targeted: Often involves market research to determine high-traffic, impactful locations.

• Used for Branding: Frequently employed by major brands to promote products, events, or services.

  
  

Why the Different Terms?

The distinction in terminology primarily serves the purpose of audience perception:

• Wheat Pasting: Used by the general public to describe the method and pasting posters to urban environments.

• Wild Posting: Used by corporate clients and formal advertising campaigns.

  
  

Despite these linguistic differences, both terms describe the same effective street-level advertising technique.

Wild posting in a street environment.

The Power of Street-Level Advertising

Regardless of whether you call it wheat pasting or wild posting, the power of this advertising method remains unchanged:

• High Visibility: Reaches pedestrians and commuters in their daily environments.

• Cost-Effective: Provides significant exposure at a fraction of the cost of traditional media.

• Authentic Engagement: Creates a more personal connection with audiences by integrating into their urban surroundings.

Two Names, One Impactful Method

Whether you call it wheat pasting or wild posting, this street-level advertising method offers unparalleled visibility and engagement in bustling urban landscapes.

Ready to harness the power of wild posting (or wheat pasting) for your next campaign? Contact LEVEL today to get started: gowild@level.promo