Brecon Roadworks

I was in Brecon yesterday, and noticed that a few shops had got signs up saying things like "Hug a road worker today - they live here now" and "Fed up with the roadworks in Brecon? Call Richard Hobbs on (number) and ask him when it's going to be finished. It's his baby and he'd love to hear from you."
There have been roadworks, on and off, in the centre of Brecon for what seems like years, and the local businesses have complained several times about the loss of trade. This seems to me to be quite a clever way of protesting without being too confrontational.
I see in the Brecon and Radnor Express that the posters were sent to the shops anonymously, but they've obviously struck a nerve.