Louisiana Born & Breaded: Raising Cane’s Bold Super Bowl Campaign in NOLA

When it comes to making a lasting impression, Raising Cane’s and its founder, Todd Graves, know exactly how to stand out. Their recent Classic Mobile Billboard campaign during Super Bowl LIX in New Orleans wasn't just about visibility—it was about making a statement that resonated with both locals and visitors alike.

A Campaign Rooted in Louisiana Culture

New Orleans is a city known for its vibrant culture, rich history, and passionate football fans. Raising Cane’s, a brand deeply rooted in Louisiana, seized the opportunity to showcase its heritage in an eye-catching way. Their mobile billboard proudly displayed the slogan “Louisiana Born & Breaded”, reinforcing the brand’s connection to its home state.

The striking visuals of crispy chicken fingers, Texas toast, and Cane’s sauce were hard to miss, especially as the billboard truck cruised through the streets of NOLA. But this campaign was more than just about advertising food—it was about celebrating the brand’s local identity and its deep ties to the community.

The Power of Outdoor Advertising During Major Events

Super Bowl LIX brought thousands of visitors to New Orleans, making it the perfect stage for high-impact outdoor advertising. Mobile billboards offer an unmatched advantage in reaching a dynamic audience—especially in a bustling city during a major event.

Unlike traditional billboards, which remain static in one location, mobile billboards move through high-traffic areas, maximizing exposure and ensuring that the message reaches diverse crowds. By rolling through iconic New Orleans streets, Raising Cane’s was able to capture attention in key locations, where both foot traffic and vehicle movement were at their peak.

A Personal Touch: Todd Graves and the Mural Connection

An interesting aspect of this campaign was the personal connection between Todd Graves and the mural featured in the campaign visuals. The large-scale artwork, depicting a classic New Orleans streetcar with a Raising Cane’s twist, adds a unique artistic element to the campaign.

Todd himself shared a post on social media, standing in front of the mural, highlighting his pride in Raising Cane’s New Orleans presence. This reinforces the brand’s authenticity and dedication to being more than just a fast-food chain—it’s a Louisiana institution.

Why This Campaign Stood Out

Raising Cane’s Super Bowl LIX campaign was successful because it combined several key elements of effective outdoor advertising:

• Local Relevance: Tapping into New Orleans culture made the message resonate with both locals and visitors.

• High Visibility: The combination of mobile billboards and mural art ensured maximum exposure.

• Emotional Connection: The personal involvement of Todd Graves added authenticity and strengthened brand loyalty.

• Event-Driven Marketing: Leveraging the Super Bowl’s massive audience provided the perfect platform for brand awareness.

The Lasting Impact of Raising Cane’s Outdoor Strategy

As brands continue to explore creative ways to engage audiences, Raising Cane’s has set an example of how to merge local culture with strategic outdoor advertising. This campaign wasn’t just about selling chicken—it was about celebrating Louisiana, engaging the community, and making a bold statement in the heart of New Orleans.

With its roots firmly planted in Louisiana soil, Raising Cane’s proves once again that it doesn’t just participate in the game—it changes it. MVP status? Locked in.