Peter Schoeff, right, is joined by Pamara True on a downtown sidewalk holding a sign advertising a local pizza shop in Portland, Ore., Tuesday, June 10, 2003. In what advertising industry watchers said is a first, a Portland pizza company, Pizza Schmizza,
PORTLAND, Ore. - Instead of going Dumpster-diving for maybe a half-eaten sandwich and some cold fries, Peter Schoeff, a 20-year-old homeless man, was served a slice of hot pizza dripping with cheese.
All he had to do was hold a sign for about 40 minutes that read: "Pizza Schmizza paid me to hold this sign instead of asking for money."
