DENVER — Spicy Pickle has unveiled a string of new billboards in the Denver area to promote the sandwich franchise.
The billboards feature creatively spelled sayings like 'Fud fors mahrt peah pal' (Food for Smart People). 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. 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, featuring a curmudgeonly German 'professor' purporting to help consumers decipher the billboard messages.
"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.
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 John's, McDonald's and Mini Cooper as co-founders and former leaders of Xylem Interactive.
