Witty New Campaign Causes Gapers' Block among Denver Drivers
DENVER, May 7 // PRNewswire-FirstCall // -- Your parents might have spent a fortune on your college education, but that won't help you decode the edgy billboards sprouting this week to promote the sandwich franchise Spicy Pickle(TM) (OTC Bulletin Board: SPKL). Featuring creatively spelled sayings like 'Fud fors mahrt peah pal' (Food for Smart People), the boards are designed to capture extra-long looks as well as match the irreverent attitude that caused the chain to brand its sandwiches with names like 'Gobbler' and 'Wise Guy.'
The $350,000 promotion is beginning with four differently worded billboards in Denver, the site of 15 of Spicy Pickle's 37 locations. The boards have no graphics except the Spicy Pickle logo, spurning the standard edge-to-edge food photography. New boards will be added every month until there are nine sayings that will be rotated on a monthly basis through November. The campaign will then move to other states.
Each board also advertises a new Spicy Pickle microsite called The Language of Flavor (http://www.LanguageofFlavor.com), featuring a curmudgeonly German 'professor' purporting to help consumers decipher the billboard messages. The billboards are intended to drive traffic to the microsite to reinforce the Spicy Pickle brand.
The wordplay of the site name evokes the odd language of the boards as well as the chain's emphasis on unusual flavors such as chipotle, horseradish and sun-dried tomato mayonnaise. The site also includes an ad gallery and a 'create your own' option inviting visitors to try their hand at inventing cleverly misspelled slogans mimicking the Spicy Pickle style.
"This campaign speaks our language in every sense of the term. It looks at words differently, just as we look at sandwiches differently. And it has the same sense of fun that we try to instill in everything from our menu to the ambience of our restaurants," said Tony Walker, co-founder and chief operating officer of Spicy Pickle. "There are lots of sandwich shops, so we have to show how we stand out. This promotion does that brilliantly."
The campaign was developed by Jeremy Irwin and Joe Mease of Denver-based HIM Creative, who worked with clients such as Chipotle Mexican Grill, Jimmy Johns, McDonalds and Mini Cooper as co-founders and former leaders of Xylem Interactive.
Founded in 1999, Spicy Pickle Franchising, Inc. serves panini and sub sandwiches made from high quality meats and fresh-baked-daily artisan breads, along with a choice of eight cheeses, 22 toppings, and 14 proprietary spreads featuring flavors from around the world. The company is headquartered in Denver, Colorado, with franchised locations in 15 states and many more in development nationwide. To find out more about Spicy Pickle (OTC Bulletin Board: SPKL), visit our website at http://www.spicypickle.com/.
SOURCE Spicy Pickle Franchising, Inc.