Pal’s Sudden Service restaurants don’t look like those of any other burger chain in America, so it’s only right that it has an advertising strategy all its own. Pal’s latest campaign doesn’t spotlight Millennials, teens or heavy users but people who can’t visit its restaurants.
“Come Home to Pal’s” is the theme of the marketing campaign that broke this week. The 25-location chain, based in Kingsport, Tenn., knows that some of its loyal fans have moved away for one reason or another. The chain says approximately 20% of its 48,000 Facebook followers live outside its northeastern Tennessee/southwestern Virginia territory. So the chain is inviting those who love its Big Pal burgers, hot dogs and Frenchie Fries to submit a 150-words-or-less essay via http://palsweb.com/comehome nominating someone who should come on home to Pal’s.
“We consistently receive comments through our social media sites from folks who used to live in our region, wishing that they were back home so that they could enjoy the Pal’s menu,” said Pal’s President-CEO Thom Crosby. “Just in time for the holidays, we are going to delight one lucky person with that opportunity. We will select one person, who can bring a guest, to receive round-trip airfare home for a visit with old friends and a catered meal to feed up to 25 people from Pal’s.”
The multimedia campaign, created by longtime Pal’s agency Creative Energy in Johnson City, Tenn., uses broadcast, outdoor and social media to connect with current and past Pal’s customers. A TV spot (above) features a woman who makes a friend homesick by enjoying a Pal’s hot dog during their online Skype conversation. The contest runs through Nov. 15, 2013.