Whitley’s Peanut Factory

For nearly four decades, Whitley’s Peanut Factory has been a destination spot in Gloucester, Va., welcoming visitors from across the country for tours, tastings, and their signature hand-crafted peanut products. When the family-owned business decided it was time to modernize its roadside signage, it turned to SignMedia Inc. and Watchfire to design a display that would honor its hometown roots while capturing attention along one of the county’s busiest roads.

“Their previous marquee sign was a classic changeable letter board that needed constant upkeep and posed safety challenges for employees,” said Jeff Green, president of SignMedia Inc. “We had discussed going digital several times over the years, and when the time was right, we moved ahead with a focus on finding a modern solution that still felt true to the Whitley’s long-standing brand.”

To help inform the decision, Watchfire’s demo truck was brought to the site, allowing the Whitley’s team to compare pixel pitches side by side. “Seeing the difference in resolution in person is always helpful for customers,” said Green. “Being able to walk around and look at it from different angles, Whitley’s team immediately saw why the 6mm option was worth it for the crisp imagery they wanted.”

The new double-faced, high-resolution 6mm display replaced the outdated marquee and was seamlessly integrated into the original sign structure. “We refurbished the existing sandblasted faces, repainted everything, and added four-foot, hand-carved 3D peanuts at the top,” Green said. “It’s a perfect blend of craftsmanship and technology.”

Installation took only two days, with minimal disruption to the site. The team also upgraded the electrical system and installed new spotlighting to enhance visibility at night. Because the sign is grandfathered under older zoning regulations, Whitley’s was able to maintain its full height and footprint, ensuring the display will remain a community landmark for years to come.

The Whitley’s marketing team now manages all content through Watchfire’s Ignite OPx software. “It’s incredibly easy to use,” Smith said. “We can create bright, eye-catching visuals, including video, and update the display instantly, no matter the weather. It’s been great for promoting our products, holiday specials, and community events.”

It’s still early to measure the sign’s full impact, but the response has been overwhelmingly positive. “Customers comment on it all the time,” Smith added. “It gives us a way to tell our story before customers even walk in the door, and we love that it captures the warmth and tradition of Whitley’s in a fresh, modern way.”