"People go Pupule for King's Hawaiian." I'm not 100% positive, but I think Pupule means "crazy" as in "inhale sweet dinner rolls like you're part Electrolux."
As far as the spot goes, which is the first from new agency of record Energy BBDO, it's very conventional, but also very weird. The execution (famiyl sits around dinner table, cant resist the food) is something we've seen a million times. But the sound design, the very strange acting from the Dad character and pretty much everyone else, brings a certain refreshing oddness to the whole thing that redeems it in my opinion.
Apparently Kings Hawaiian has a product placement in an upcoming movie Chef, and they brought over a food truck to SXSW with all the geeks to sample, so Kings Hawaiian gets some credit for realizing it's 2014. A lot of clients with bigger ad budgets who advertise regularly don't seem to understand that.