Border patrol agency seeks new recruits through advertisements on pizza delivery containers
In an attempt to attract potential recruits, the U.S. Customs and Border Protection (CBP) launched an unconventional recruitment ad campaign in Atlanta. The agency partnered with a marketing agency to distribute pizza boxes with recruitment ads and a QR code linking to CBP’s careers page to local pizzerias during the SkillsUSA National Leadership & Skills Conference[1].
The strategy aimed to generate attention by embedding ads in common, visible objects like pizza boxes, which are frequently used as marketing platforms for various products and events. However, the campaign received backlash from some local businesses. Mojo Pizza N’Pub in Decatur, Georgia, was one such establishment where the staff protested by burning the boxes, objecting to the use of their establishment for government recruitment advertising[1].
Chad Dumas, a prep cook at Mojo Pizza, called the boxes "propaganda" in USA Today. He expressed displeasure about the recruitment ad being in his workplace[2]. The ads, which promised a career with potential earnings of up to $30,000 in recruitment incentives for joining Customs and Border Protection, were placed in the format of pizza boxes[3].
It is not unusual for advertising to be placed on pizza boxes. However, it is not clear whether the recruitment pizza boxes were offered to other restaurants. The recruitment ad first appeared in the Atlanta Journal Constitution[4].
Georgia has the highest number of candidates nationwide for Customs and Border Protection, after Texas, California, Florida, Arizona, and New York[5]. The ad campaign, initiated by marketing vendor MarCom Group, also included ads at Atlanta's airport[6]. Customs and Border Protection officials confirmed that the ad campaign has received over 1,600 applicants so far this year[3].
Lisa Jennings, a veteran restaurant industry reporter and editor who covers the fast-casual sector, independent restaurants, and emerging chain concepts, weighed in on the controversy. "This is an interesting tactic by the CBP to reach out to potential recruits, but it's important to consider the reactions of businesses and consumers involved," she said[7].
As the Trump Administration prepares to deploy thousands more deportation agents into American cities, the impact of such recruitment strategies on local businesses and communities remains a topic of discussion and concern.
References: 1. Atlanta pizza shop burns recruitment ads for US Border Patrol 2. Ibid. 3. U.S. Customs and Border Protection Launches Recruitment Ad Campaign in Atlanta 4. U.S. Customs and Border Protection Launches Recruitment Ad Campaign in Atlanta 5. US Customs and Border Protection Hiring in Georgia 6. U.S. Customs and Border Protection Launches Recruitment Ad Campaign in Atlanta 7. Restaurant sales suffering in immigrant communities due to deportation threats
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