ALTOONA — A convenience-store chain is taking heat from critics who say its new billboard campaign promoting a fried chicken sandwich contains foul language.
Sheetz unveiled the “Crispy Frickin’ Chicken” billboards at the beginning of February.
About one-third of the company’s 346 stores carry the sandwich, and the campaign consists of 100 billboards placed near those locations, spokeswoman Monica Jones said Thursday.
The campaign is aimed at young adults, and the company did not intend to offend anyone, Jones said.
“We’re kind of known for edgy, kind of brash advertising tactics, and we knew this would spark a certain amount of controversy,” Jones said. “That said, we’re proud of the campaign.”
Sheetz will take down the billboards Wednesday, when the campaign is scheduled to end, Jones said.
The company recently removed one billboard near Hazleton after local officials fielded complaints.
“There was a lady who left an angry voice mail,” code enforcement officer Fran Calarco said. “And a man called and said he had small children and didn’t think they should be exposed to that type of language.
“I told him I completely understood and agreed.”
A self-described street preacher from Harrisburg and his wife want local officials to protest a similar billboard.
At a Derry Township supervisors’ meeting Tuesday, Michael Sucec said his letter of complaint to Sheetz triggered a response that the company was just trying to use a humorous twist on the word to attract customers.
“We don’t feel or believe that’s humorous whatsoever,” Sucec said.
Altoona-based Sheetz Inc. operates stores in Maryland, North Carolina, Pennsylvania, Ohio, Virginia and West Virginia.
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