Jersey Mike's Sub sandwich chain is pivoting away from highlighting the sandwich and ingredients to instead focus on key "moments" consumers have with the brand and some simple truths about its
company roots.
The “Honest Sub" creative, developed in partnership with Planet Propaganda, bases its pitch around moments such as friends gathering to watch sports, a lunch break,
and family dinner, when people eat its sandwiches. The spots end with a wrapped sandwich and
the tagline, "A Sub Above."
The campaign rolls out with a national TV spot initially on CBS, NBC, and ESPN during college football and basketball games, and will continue to unfold with
additional TV work throughout the course of 2019.
Jersey Mike's ad budget was $34.3 million during the first six months of this year, just a few million off the chain's entire $40 million
full-year 2017 spend, according to Kantar Media.
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