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(Photo: Facebook)
The brothers who run McClure's Pickles on Detroit's east side put their sense of humor where their ads are, as drivers see alongside I-75, I-94 and I-275.
A billboard version of the above mocks the easily parodied splashes from Sam Bernstein, Geoffrey Fieger, Joumana Kayrouz, Mike Morse and other in-our-face personal injury attorneys.
Calling (866) 462-2587 -- the start of the number shown -- reaches a recording with a pitch that's "beyond pickle-pertinent" for those who've been distracted by "the sound of an opening pickle jar" or have "been the beneficiary of pickle-related deliciousness."
The idea is to "make people – even maybe those attorneys who advertise everything – get a laugh out of it," co-owner Bob McClure tells Detour Detroit. "This is really just going to drive brand awareness."
McClure founded McClure’s Pickles with his brother Joe McClure in 2006 using their great grandmother’s spicy recipe, after a childhood that featured regular pickling marathons. ... Their father, Mike McClure, makes a pretty convincing announcer as the voice behind the pickle hotline message.
The month-old campaign is by Lafayette American, a creative agency in Detroit's Woodbridge area founded by veteran adman Toby Barlow in 2018.
The McClure siblings came to food manufacturing from different career paths. Joe has a Wayne State doctorate in physiology and his brother was a Brooklyn-based actor.
"We grew up in Michigan making pickles every summer with our family. ... We decided to dust off the old family recipe and give it a shot as a business," says their website, noting that their mom Jennifer "won first place at the Michigan State Fair in the 1970s for her corn relish."
Jarred pickles, relish, sauerkraut, chips and bloody mary mix are produced in a plant on St. Aubin Street near Hamtramck.
