Jersey Mike's, the sub-sandwich chain, has recently pivoted their advertising tactics in a completely new direction. In the past, much like many others in the food industry, Jersey Mike's has focused primarily on the ingredients used, and the quality of their sandwiches. This can definitely work, but this marketing tactic will only take you so far.
They have began highlighting facts about this history of Jersey Mike's, ideas and moments stemming from their roots, and focusing on times the consumer has important moments with the brand itself. In partnership with Planet Propaganda, Jersey Mike's has launched the "Honest Sub" creative, which targets times spent around their sandwiches like lunch breaks, game days, and family moments when consumers have more an emotional connection to their products, rather than simply enjoying their quality ingredients.
Throughout the course of 2019, Jersey Mike's campaign will be running throughout college football and basketball games across many large television channels, driving attention from a specific type of target audience. With a budget of $34.3 million for the first six months, they are using most of what they had to spend in 2017, proving how invested Jersey Mike's is in this new campaign, and the faith they have in the "Honest Sub."
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