• by Teresa Buyikian , August 16, 2024

Firefighter-founded Firehouse Subs this week launched its latest campaign, specifically for its best-selling Hook & Ladder, a hot sub made of turkey, honey ham, melted Monterey Jack, lettuce, tomato, onion, mayo and deli mustard.

The new effort, created with agency Orchard, consists of a national :15 and :30 TV spot, in addition to several :15 retargetable video assets.

The spot depicts a group of singers, (actually real-life firemen in full work gear), in a sound studio attempting to record a new jingle for the Hook & Ladder sub. Sounding more like soulful Teddy Pendergrass redux than ad jingle singers, the trio attempts the lyrics, “Hook and Ladder, Hook and Ladder. When it’s hot, it just tastes better. Warm that smoky turkey and that thin-sliced honey ham, please….”

They are interrupted by the sound engineer (also a firewoman IRL), who emphasizes the need for the group to sing faster, as it is “only a 30-second ad.” The group tries to rush to get all the sub’s ingredients in the tune, eventually giving up with, “The sandwich is just too big for the song.”

The agency sourced the signing firefighters from around the U.S., per the brand, and the campaign “shines a light on local heroes from across the country, seamlessly aligning with the nearly 30-year-old brand’s commitment to  supporting local communities through the Firehouse Public Safety Foundation.”

The chain will also offer a Hook & Ladder in-store promotion. Beginning Aug. 16 Aug. 18,  customers who sing the new jingle from the ads at checkout in participating restaurants will receive a BOGO offer on medium Hook & Ladder subs.

And through Aug 25, guests can share their own version of the jingle via social media. Entrants must post their attempts at the song with the hashtag #HotTastesBetter. Participants will receive a promo code for the BOGO offer, redeemable through the Firehouse Subs app or online.