London butcher on a bus

Chris Godfrey, who runs fourth generation butcher's Frank Godfrey, is appearing on billboards, postcards and on the side of buses to promote the local knowledge of Carlton estate agents. "It can't be bad," said Chris. "It associates us with the local area and it will increase our profile. It would have cost quite a bit of money to get same exposure through advertising."

Sara Roveta, one of the directors of Carlton, said: "The ad campaign was to illustrate that we do know people in the local community and we're in it together. We did the yoga teacher, the cheesemonger, the fishmonger, the butcher, the maître d of a local restaurant and an antique dealer.

"Islington is a community. Although London is a big city, it is really a series of villages. At Carlton, we can offer people a unique insight by being local and knowing local people. There are people to whom we've rented their first flat, then they've bought a one-bedroom flat, then they've bought a two-bedroom flat, then they've had kids, so it is a lifecycle."

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