Chicobel was a company founded in the Belgian town of Halle in 1895 by the Van Lier family. The company was one of the largest employers in Halle. Chicobel produced a chicory-flavoured coffee which was sold under the brand of Pacha. The trend of many early advertisers was to pay to have their brands painted onto the sides of buildings in order to raise awareness; this was often on the external walls of the businesses who stocked the brand concerned, usually placed prominently where they would be seen by passers-by.
Now, as there are people out there who enjoy a good conspiracy theory, here is one which proves that the events of 1940 are themselves not immune to this trend. As the story goes, one of the representatives for Chicobel was said to be a German spy. His duties took him all over Belgium and into northern France. Besides the expected aspects of espionage, this unnamed (and most likely non-existent) spy took full advantage of the opportunities that his cover delivered by mapping out a route for the future invading German Army, sign-posted entirely in Pacha-painted wall advertisements!!
Now, as there are people out there who enjoy a good conspiracy theory, here is one which proves that the events of 1940 are themselves not immune to this trend. As the story goes, one of the representatives for Chicobel was said to be a German spy. His duties took him all over Belgium and into northern France. Besides the expected aspects of espionage, this unnamed (and most likely non-existent) spy took full advantage of the opportunities that his cover delivered by mapping out a route for the future invading German Army, sign-posted entirely in Pacha-painted wall advertisements!!