A recent marketing campaign by U.S. Customs and Border Protection (CBP) has stirred controversy in Decatur, Georgia, where Mojo Pizza N’Pub became an unintended venue for political advertising. The campaign, which placed pizza boxes emblazoned with a recruitment ad and a QR code linking to CBP’s careers page, has faced significant pushback from local business owners and employees, raising questions about the appropriateness of using local establishments for government messaging.
The Campaign and Its Intent
CBP confirmed last week that they had partnered with the MarCom Group, a Virginia-based marketing agency, to support their recruitment efforts. This initiative coincided with the SkillsUSA National Leadership & Skills Conference in Atlanta, a major event focusing on career and technical education. As part of their campaign, the agency distributed branded pizza boxes to local pizzerias, hoping to attract potential recruits by placing advertisements in unexpected spaces—specifically, pizza boxes, a common medium for promoting various products, movies, and events.
While the ad campaign aimed to draw attention to job opportunities within the Border Patrol, not all recipients were receptive to the unexpected promotional tool. Mojo Pizza N’Pub, a local pizza restaurant, received 100 boxes, prompting a swift reaction from staff members.
A Restaurant’s Discontent
Mojo Pizza N’Pub’s prep cook, Chad Dumas, expressed his dismay after receiving the pizza boxes. He explained that he initially received a phone call offering the boxes for free, but was unaware of their political content. When the shipment arrived, Dumas and his colleagues were not pleased to see the Border Patrol advertisement on the packaging. “I don’t want it in my restaurant that I work for,” Dumas remarked, emphasizing his discomfort with the perceived propaganda, particularly in a city known for its liberal views.
In response to the unwanted delivery, the staff at Mojo Pizza reportedly took matters into their own hands, burning all but a few of the pizza boxes at a nearby home. Dumas further voiced concerns about how the boxes might affect the restaurant’s reputation, calling the advertisement “propaganda” and adding that the promotion did not align with the restaurant’s values or those of its local community.
Public Response and Controversy
This incident raises broader questions about the intersection of marketing, politics, and small business operations. Many are now wondering if government agencies like CBP should be using local businesses as platforms for advertising, especially when such campaigns may not align with the business’s target audience or its community’s values. The pizza box advertisement is viewed by some as an intrusive form of marketing that could put businesses in difficult positions.
At the same time, others argue that the campaign is a creative way to reach potential recruits and raise awareness about careers in law enforcement. With the rising challenges of filling critical government positions, such marketing efforts may be seen as necessary to attract new talent to agencies like the Border Patrol.
Next Steps for Mojo Pizza N’Pub
As for Mojo Pizza N’Pub, the controversy may have already sparked local debates about the role of advertising in community spaces. Dumas and the restaurant’s management have not yet made further statements regarding their future relationship with CBP’s advertising campaign. Meanwhile, questions linger about how many other businesses received similar pizza boxes and whether the campaign will continue in Atlanta or spread to other regions.
For now, the incident has sparked widespread discussion on social media and local news outlets, drawing attention to the sometimes uncomfortable relationship between small businesses and large government marketing initiatives. The public’s response remains divided, with some in favor of creative marketing strategies and others deeply opposed to the politicization of public spaces.
What’s Next?
As the story unfolds, the question remains whether CBP will reconsider its unconventional method of outreach, particularly in areas where it may be met with resistance. In the meantime, the debate about the use of propaganda in local business settings will likely continue, especially as more pizzerias and local businesses weigh in on the matter.
For those who may have received these controversial boxes or know of others who have, the public is encouraged to share their experiences with local reporters, further amplifying the conversation on the appropriate use of such advertising methods in everyday spaces.
