Pal’s features multiple creative billboards throughout the Tri-Cities. This one is located in Johnson City. Provided by milligan.edu
Earlier this month, Milligan hosted a lecture and reception in the Gregory Center showcasing the marketing and artwork created by the advertising agency, Creative Energy for the Pal’s fast food chain.
The event accompanied an exhibition of art and other marketing material created by Creative Energy for Pal’s. Students, faculty members, and Creative Energy employees attended the event. Communications professor Art Brown, the curator of the exhibit, introduced the lecturers from Creative Energy: president and CEO, Tony Treadway, Vice President Theresa Treadway and Executive Creative Director, Will Griffith.
Treadway discussed his company’s origins in 1992 and the beginning of its partnership with Pal’s, one of Creative Energy’s first clients. Tony Treadway described the early challenges his company faced of marketing fast-food and competing with large national and international fast-food chains. “How many ways can you talk about a hamburger?” he joked.
Tony Treadway discussed the success Pal’s has had, noting that with only 29 units total, Pal’s is already a model for branding. Treadway described many of items on display at the exhibit. The exhibit featured posters promoting Pal’s, photography and text that outlines the history of Pal’s itself, a sculpture and artwork created for a mobile game app. Tony Teadway commented on the widespread success of the Pal’s mobile game, remarking that Creative Energy was one of the first advertising campaigns to create a video game to promote a fast-food chain.
The speakers shared some of the company’s experiences with Pal’s. Theresa Treadway shared the origin of Pal’s iconic reader board and messages originated with feedback from Pal’s employees and their “thoughts of the day.” Tony Treadway told the story of the first TV ad Creative Energy did for Pal’s, which featured a live cow being shaken, “to make milkshakes”.
The lecturers discussed some of the marketing strategies and restraints used when advertising for Pal’s. Will Griffith emphasized the importance of consistency in the message of Pal’s advertising. “You can’t say or do things that aren’t Pal’s” he remarked. Tony Treadway said that his company always strives for Pal’s creator Pal Barger’s mission for his fast-food chain: “To create joy” with all ad material they create.
After the lecture, audience members were invited to ask questions. After the question and answers session, guests were offered complimentary snacks and Pal’s sweet tea. The exhibit will remain in the Gregory Center lobby until March 19.