If you were at Britomart early last Sunday morning, you would’ve been forgiven for thinking you’d just stepped into some sort of Willy Wonka-meets-Alice in Wonderland job.

Meadow Fresh, in the course of filming a series of new TVCs due out in a month or two, had carpeted a section of the transport joint with fresh green grass (see pics below).

The dairy brand laid more than 1,250 square metres of real, live, proper grass on top of the concrete floor. All in the name of advertising (courtesy of Publicis Mojo).

Naturally, details about the TVCs can’t be revealed – but we are indeed curious.

Marketing director Natalie Innes said the grass madness was a testament to how the brand is always looking for fresh ideas.

“We are looking forward to giving city-dwellers a genuine taste of Meadow Fresh, if only for a day,” she said.

The grass was later rolled up and donated to Northcote Intermediate School where it has been planted around new classrooms that are currently being built.

“We’re glad to be able to put our meadow to good use once we are finished, and wanted to see a community benefit greatly from it,” Ms Innes said.

Snaps from the meadow action: