Spicy Pickle Brand or Spicy Brand in a Pickle?

A few days ago I read that Spicy Pickle is launching a $350,000 billboard campaign. Apparently the campaign centers around "creatively spelled sayings" such as "Fud fors marhrt peah pal." If you are like me, you might be wondering what that saying says. If you are like me, you have frequented Spicy Pickle restaurants and found their food to be very good, their employees very helpful and their environment very enjoyable.

I understand that the sandwich chain intends to add a new billboard every month for nine months with a different saying each month. Ok, so the first saying is Food for Smart People. I consider myself a relatively smart person, but could not figure out the first saying, until someone told me the answer. I hope the other eight are not as "creative."

I am not here to be critical of this campaign, but it appears to be an example of how advertising does not always capture the essence of an organization, and does not align with the mission, vision, values and goals. What do you think of this campaign, or billboard advertising in general?