To launch Zaxby's limited-time-only Fried Pickles, we introduced the world to Farmer Fred Gunderson.
Recently hired as Zaxby's newest PR exec, Farmer Fred (accompanied by his 93-year-old Maw) began answering questions from social media posted by Zaxby's Fried Pickle lovers and fans.
The conversation continued online via "The Pickle Patch" Tumblr account and posts to other social media avenues, all tagged with #askFarmerFred.
Farmer Fred kept up the best he could, answering a myriad of questions regularly throughout Pickle Season. Sometimes the response would come in a pickle proverb via post, a short video, or even a song accompanied by his banjo.
The campaign continued across every touch point from POS to signage to radio interviews with the farmer himself.