Jersey Mike’s Subs is rolling out a brand new celebrity-led Tremendous Bowl marketing campaign. However the catch is that the advert’s not truly airing in the course of the Huge Recreation.
Not less than, not but.
A model can dream, Jersey Mike’s tells viewers on this on-line advert starring Danny DeVito. The actor breaks the fourth wall inside a Jersey Mike’s store, stepping in entrance of a inexperienced display to present viewers a style of what may occur if Jersey Mike’s produces a Tremendous Bowl advert at some point.
DeVito might wrestle a bear, steal the Crown Jewels, go to outer area or voice a speaking sub. Solely a kind of eventualities has something to do with sandwiches, however that appears to be DeVito’s level. A Tremendous Bowl spot will be just about something a model needs it to be. It’s no surprise acquainted tropes emerge. “It’s no-holds-barred concepts, relating to the sport,” Mark Gross, co-founder and co-chief inventive officer on the inventive company Highdive, informed Adweek.
And by making enjoyable of the predictable, Jersey Mike’s embraced an unpredictable advertising and marketing technique. That technique is “entering into the dialog with out having to purchase a giant Tremendous Bowl spot,” Gross added. Final 12 months, airtime price manufacturers about $7 million every,
“We’d like to have a few adverts within the Tremendous Bowl, and we’ll get to that time. Our development is [headed] in that path. We’re simply to not that time but,” stated Wealthy Hope, CMO, Jersey Mike’s Subs.
The hero Jersey Mike’s needed
DeVito is the sub model’s official companion, the 2 having debuted their first nationwide marketing campaign “It’s a Jersey Mike’s Thing,” in September.
Discovering the fitting model consultant is necessary, particularly for a sandwich model in an already crowded fast-service business. For New Jersey sandwich lovers, DeVito is a well-recognized face—a New Jersey native, with the accent to show it, who even grew up close to Jersey Mike’s first retailer in Level Nice Seaside. So, DeVito and Jersey Mike’s manufacturers coalesce in a manner that followers discover pure.
The comic’s common likability is another excuse Hope selected DeVito. Since Jersey Mike’s audience spans generations, its model companions should additionally join with completely different demographics. Hope cited DeVito’s decades-old resume coupled with the actor’s newer work on At all times Sunny, which delights younger followers.
“We all the time ship the work to Danny beforehand to verify he’s okay with all the pieces,” stated Gross. “He beloved the spot and wished to be a part of it. He threw out some humorous traces and had some recommendations to make it higher.”
The DeVito work additionally marks the start of Jersey Mike’s company of file relationship with Highdive. The up-and-coming Chicago primarily based company created acclaimed Tremendous Bowl spots for Rocket Mortgage, Jeep and Lay’s, and ranked on the high of the USA In the present day’s Tremendous Bowl Advert Meter three consecutive years.
In March, the model will launch extra of its work with Highdive, with a gaggle of commercials slated to launch on each broadcast and social channels.
“Proper now we appear to be rising in consciousness, shops, and gross sales—actually all three classes—and we’ve got been for a number of years. However, the commercials with Danny have actually helped catapult us, [and] not too long ago obtained us much more consciousness,” Hope informed Adweek.
Engagement is the actual objective
Participating followers is the model’s actual objective this 12 months. Between Monday and Wednesday, Jersey Mike’s needs them to submit their very own Tremendous Bowl ideas by way of Instagram. It’ll award reward playing cards to 4 finalists, develop their concepts into graphics and ask the group to vote on one of the best one throughout Tremendous Bowl weekend. The fan with the successful thought will obtain free Jersey Mike’s sandwiches for a 12 months, yearly till Jersey Mike’s lands an actual Tremendous Bowl business.
For the newest Tremendous Bowl 57 promoting information—who’s in, who’s out, teasers, full adverts and extra—try Adweek’s Super Bowl 2023 Ad Tracker and the remainder of our stories here. And be a part of us on the night of Feb. 12 for one of the best in-game protection of the commercials.
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