This is one of two themed billboards that has been peppering Michigan expressways this spring.
The other looks almost identical, save for the final noun phrase which replaces fewer stops with less run-around.
I don't think it is any coincidence that the two separate billboards always seem to appear within a few miles of each other. Meijer's advertising agency copywriters certainly know the difference between mass and count nouns. Funny thing is, I am not a frequent Meijer shopper, so I can't recall whether their check-out lanes are labeled X number items or less, or X number items or fewer.