The Lucozade push for GlaxoSmithKline went on to PVC mesh panels that clip to the side of the trailers.

Agripa used Bedfordshire "huge-format" digital printer Macro Art, whose six 5m-wide printers can produce up to 14,000m2 of print per week.

Vutek kit for the job on Mesh Supreme by German firm Verseidag-Indutex included an eight-colour 5330.

The ads are equivalent to 96-sheet posters and will adorn lorry trailers across the UK for six months.

Roseanne Grant, sales and marketing director for Agripa, said the drug firm was the latest in a number of blue chips, including Tesco and B&Q to use the system.

Her firm said audience routes could be measured and mapped, demographic profiles analysed and coverage tracked.