• by Larissa Faw , October 30, 2018

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.