In pictures: Netto launch marked with Lego dog stunt

Discount supermarket Netto has celebrated the launch of five UK stores this month with a photo competition featuring a giant Lego brick Scottie dog.

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Depicting the logo of the Danish store, the concept was developed by Netto’s communications manager Mandy Pursey. The two-metre-tall dog was created by Lego structure builders, Bright Bricks.

The installation contains 82,750 Lego bricks and weighs 150kg. It took four construction workers from Bright Bricks, including Britain’s only professional Lego builder Duncan Titmarsh, four weeks to build.

Displaying the hashtag #HelloNetto on its base, the Netto dog will be touring Yorkshire to raise awareness of its new store in Moor Allerton in Manchester. The brand is giving customers to chance to win £500 of Netto vouchers by uploading a photo of themselves and the yellow sculpture to Facebook and Twitter.

The new store is one of 15 being launched nationwide as part of an initial trial over the next year in a joint venture between Sainsbury’s and Netto’s parent company Dansk Supermarked.

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