It seems like just about every brand is coming out with a chicken sandwich these days. So, when Pilot Flying J – one of the nation’s largest travel centers – came out with one of their own, they knew they needed to stand out from the crowd. Unlike their chicken sandwich slinging competitors though, a large chunk of the Pilot Flying J audience is professional truck drivers. And therein was the opportunity.
How do you let people know that a travel center has a chicken sandwich? With highway billboards, of course. To keep the focus on the food, we went with a simple execution. So, while this “flammable” symbol may not be familiar to your average road-tripping Joe, professional truck drivers know it well. And even for those who don’t know it, the message couldn’t be clearer – the new Spicy Chicken Sandwich burns on contact.
At the start of this project, the client said while they wanted to speak to both the 18-wheeler and 4-wheeler audiences, professional drivers needed to come first. And this solution, allowed them to just do that.