RUDE! Right? Turning a Roadside Sign into Marketing Gold

My first thought when I saw this sign was simple:

RUDE!


Poor Chris. Called out in giant letters for every passing car to see.


The sign at The Pizza Shop of Etters read:

STOP IN AND ASK CHRIS WHY HE CAN’T BE ON TIME


Then I read the business’s social media post and started laughing even harder.

Chris apparently felt bad about being late—again—so he was buying! Customers could receive 10% off using the promo code WHERESCHRIS at checkout.


Now, that is funny.

But it is also brilliant marketing.


The Sign Was Only the Beginning

The Pizza Shop of Etters took one playful roadside message and turned it into a complete marketing moment.


The sign caught the attention of passing drivers. The social media post gave followers the rest of the story. The discount encouraged customers to make a purchase, and the promo code carried the joke all the way through checkout.


Suddenly, people were not simply being told to buy pizza.

They were wondering:

Where is Chris?

Why is Chris late?

Will Chris ever arrive on time?

And most importantly, how many discounts can this man’s poor time-management skills provide?


That is the power of personality-driven marketing. It gives customers something to remember, share and talk about.


Give Guests a Reason to Look Again

Agritourism businesses already have so many opportunities to create this kind of fun.


Your roadside sign, chalkboard, farm entrance, ticket booth, market display or social media page can do more than announce hours and admission prices. It can become part of an ongoing conversation with your guests.


Imagine driving by and seeing:

ASK JAKE WHY THE GOATS WERE IN THE GIFT SHOP

THE CORN MAZE DESIGNER SAYS IT IS EASY. WE NO LONGER TRUST HIM.

KAREN ORDERED TOO MANY CIDER DONUTS. PLEASE HELP KAREN.

THE PUMPKINS ARE READY. THE FARMER IS NOT.

SOMEONE FORGOT TO LOCK THE CHICKEN COOP. AGAIN.

ASK US WHY THE HAYRIDE LEFT WITHOUT BOB.


You are already wondering what Bob did, aren’t you?


The message does not need to be complicated. In fact, simple is often better. Guests should be able to read it quickly, understand the joke and remember it later.


Let the Joke Travel

A roadside message may make someone laugh as they drive past, but social media allows you to continue the story.


Post a photo of the sign and explain what happened. Ask followers to guess the backstory. Create a poll. Offer a limited-time discount. Let guests vote on what the sign should say next.


You could even turn it into a short series:

Monday: Share the mysterious sign.

Tuesday: Reveal the backstory.

Wednesday: Let followers vote on the consequences.

Thursday: Announce a discount or special offer.

Friday: Share an update from the person—or goat—responsible.


Now your customers are not simply seeing an advertisement. They are following a story and waiting to see what happens next.


Keep It Playful, Not Painful

Before putting someone’s name in giant letters beside the highway, make sure they are willing to be part of the joke.


The goal is to show personality and create a welcoming experience—not embarrass an employee or family member.


When everyone involved understands the humor, these campaigns can help guests connect with the real people behind the business. Visitors remember the personalities, harmless mishaps, and inside jokes that make each farm unique.


And let’s be honest: Agritourism operations rarely experience a shortage of personalities, mishaps, or escaped animals.


The Bottom Line

Take a look around your operation. There is probably already a funny story waiting to become your next sign or social media post.


Maybe the goats keep escaping.


Maybe the farmer ordered 300 extra pumpkins.


Maybe the cider slush machine has developed an attitude.


Whatever it is, do not be afraid to have a little fun with it. A playful message paired with a clever social media campaign can keep guests laughing, sharing and wondering what you will do next.


And Chris, wherever you are, thank you for being late.


You gave the rest of us some excellent marketing inspiration.

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