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 Massive 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 screen to offer viewers a style of what would possibly 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 type of eventualities has something to do with sandwiches, however that appears to be DeVito’s level. A Tremendous Bowl spot might be just about something a model desires it to be. It’s no marvel acquainted tropes emerge. “It’s no-holds-barred concepts, in relation to the sport,” Mark Gross, co-founder and co-chief artistic officer on the artistic company Highdive, informed Adweek.
And by making enjoyable of the predictable, Jersey Mike’s embraced an unpredictable advertising technique. That technique is “entering into the dialog with out having to purchase a giant Tremendous Bowl spot,” Gross added. Final yr, airtime value manufacturers about $7 million every,
“We might like to have a few advertisements within the Tremendous Bowl, and we’ll get to that time. Our development is [headed] in that route. 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 accomplice, the 2 having debuted their first nationwide marketing campaign “It’s a Jersey Mike’s Factor,” in September.
Discovering the proper model consultant is vital, particularly for a sandwich model in an already crowded fast-service business. For New Jersey sandwich lovers, DeVito is a well-known 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 Seashore. So, DeVito and Jersey Mike’s manufacturers coalesce in a manner that followers discover pure.
The comic’s common likability is one more reason Hope selected DeVito. Since Jersey Mike’s target market 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 at all times ship the work to Danny beforehand to verify he’s okay with all the things,” stated Gross. “He cherished the spot and needed to be a part of it. He threw out some humorous traces and had some strategies 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 based mostly 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 bunch 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 have now been for a number of years. However, the commercials with Danny have actually helped catapult us, [and] not too long ago received us much more consciousness,” Hope informed Adweek.
Engagement is the true purpose
Partaking followers is the model’s actual purpose this yr. Between Monday and Wednesday, Jersey Mike’s desires them to submit their very own Tremendous Bowl ideas through Instagram. It’ll award reward playing cards to 4 finalists, develop their concepts into graphics and ask the neighborhood to vote on the perfect one throughout Tremendous Bowl weekend. The fan with the profitable thought will obtain free Jersey Mike’s sandwiches for a yr, 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 advertisements and extra—take a look at Adweek’s Tremendous Bowl 2023 Advert Tracker and the remainder of our tales right here. And be part of us on the night of Feb. 12 for the perfect in-game protection of the commercials.