News

Jersey Mike's unveils new 'A Sub Above' brand campaign

March 28, 2014

Jersey Mike's Subs is introducing a new branding campaign, called "A Sub Above," in partnership with Wisconsin-based agency Planet Propaganda.

According to a company news release, the new campaign is designed to "reframe the sub sandwich experience and position the 58-year old company as the one that owns this elevated, authentic position."

A Sub Above includes the brand's new brand manifesto, stating:

"Jersey Mike's is a brand that believes: In the value of ingredients, in the virtue of intention, and in the idea that making a sub sandwich and making a difference can be one and the same."

"Jersey Mike's, which dates back to 1956 at the Jersey Shore, has been successful by growing organically," CMO Rich Hope said in the release. "Our strategic recipe has focused on creating the best sub sandwich in the industry, making a difference in our local communities and selecting franchisees who share our passion for both — and now, with 1,300 locations open and in development nationwide, it's time to share our story with a wider audience."

Two new TV spots are the centerpiece of the campaign and reinforce the "care the company puts into making a perfect sub that is delicious yet not uncomfortably fancy," the release said.

Check out one of the spots:

Billboards also play an important role in the strategy, with a focus on Jersey Mike's signature sub bag.

Outreach begins this month, with local cable and radio buys, outdoor media ads, Internet banner ads, Jersey Mike's e-mail club, and social media. The spots coincide with Jersey Mike's 4th Annual March "Month of Giving" fundraising campaign. During the month of March, customers can make a donation to a local charity at any area Jersey Mike's restaurant.

"At Jersey Mike's, we are reframing the sub sandwich experience as has been done with coffee and Mexican food," Hope said. "Staying true to our roots is critical as we let the world know we have the best submarine sandwich on the planet."