How a Rural Southern Restaurant Is Winning with Out-of-Home Advertising
Tucked away in the quiet hills of Walling, Tennessee, Foglight Foodhouse isn’t your average Southern restaurant. Known as “Walling’s Eclectic Southern Restaurant,” this local gem blends creativity, bold flavors, and a dash of mystery—all thanks to Chef Edward Philpot, a man who’s never been afraid to think differently.
Foglight has been using Roland Digital Media since 2023 for its digital out-of-home advertising needs.
Chef Philpot’s fearless approach extends beyond the kitchen and onto the highways of Middle Tennessee. Foglight Foodhouse uses digital out-of-home (DOOH) advertising to stay top-of-mind with both locals and travelers. Instead of letting his digital billboard gather digital dust, Philpot keeps the content fresh, regularly updating his messages with clever, thought-provoking lines that reflect the restaurant’s unique personality.
Their slogan, “Get Lost. Find Us.” couldn’t be more fitting. Located off the beaten path, the phrase playfully challenges would-be diners to seek out the restaurant—and they do. The intrigue sparks curiosity, and the DOOH ads reinforce that curiosity by popping up in different surrounding cities, reminding people that the best food adventures often take a little detour.
By rotating his ads across various digital billboards, Chef Philpot reaches audiences far beyond Walling’s borders. Whether it’s a witty message that makes drivers smile or a mouthwatering food tease that makes them hungry, each ad strengthens Foglight’s brand and reinforces its reputation as one of middle Tennessee’s most distinctive dining experiences.
Foglight Foodhouse proves that even a rural restaurant can think big when it comes to out-of-home advertising. With the right message, creative consistency, and the willingness to stand out, a little place in Walling, Tennessee, is getting a lot of well-deserved attention.
A special thanks to Edward for allowing us to showcase his billboard campaign!
