Pal’s Sudden Service
When Tennessee’s most iconic, quirky fast food brand says they need help with making their food stand out — you get to cookin’.
Discover the Deliciousness
Frenchie Fries are a local treasure, but what makes them so tasty is one of Pal’s best kept secrets—their savory salt seasoning. To bring to light these golden gems, we revealed the origin story of Pal’s salt seasoning, which was obviously found deep within a secret salt mine in the mountains of Tennessee…so they say.
Chili Billie
How do you increase Chili Burger sales by 247% in only one month? You embody the audience’s love for chili, literally.
Meet Chili Billie Jones.
Legend of the Smokies
Since Pal’s is situated in the heart of the Appalachian Mountains, we wanted to connect their heritage with this new LTO product to cultivate excitement about the biscuit and a deeper fan base for the brand.
We promptly named the product The Smokie Sausage Link Biscuit in honor of the Smoky Mountains in East Tennessee and told the story of the “Legend of the Smokies” as the TV spot—an ode to the Appalachian storytellers in the region and the new Pal’s biscuit.
Big Discovery
The Big Pal is one BIG, delicious discovery. As a result of a dramatic increase in population in Northeast Tennessee, our team was tasked with educating newcomers about the Big Pal. We did some digging, and found out one of the best things about the Big Pal was the initial discovery of it, which is indeed, a BIG deal to all who have tasted it.
Our team created a TV spot featuring two inventors who made this discovery, featuring a mechanical pigeon (crafted by a Muppetteer!) who helped to spread the word.
The Biscuit Bunch
To promote an iconic regional favorite, the Tender Porkloin Biscuit, we turned to the region’s original music style: bluegrass. We put a new twist on a classic folk song, “Boil Them Cabbage Down” with talented young musicians from East Tennessee State University.
This song was incorporated into a TV commercial featuring bluegrass celebrity, Tim White, as well as social content, festival signage, SWAG, out-of-home ads, and a radio spot. So clap your hands, stomp your feet, and sing along to this catchy tune dedicated to Pal’s Tender Pork Loin Biscuits.
