Jimmy John’s
Concepting and copywriting for owned and paid
JJ’s breaks the sandwich ceiling
Jimmy John’s brand image as a cold sandwich shop filled most of its history book. But with the launch of Toasted Sandwiches, Toasted Pizza Sandwiches, Picklewiches and even Gyros, JJ’s rewrote it’s own rules— even begging the question, what qualifies as a sandwich?
Is pizza a sandwich?
JJ’s has toasted sandwiches now?
Is a pickle a sandwich?
Is a gyro a sandwich?
JJ’s gets steamy
In support of Jimmy John’s Toasted Sandwiches launch, we created a series of paid social assets with an overarching concept of getting hot and steamy with the new, crispy bread . A concept stemming from the rise of Booktok took the internet by storm, later snowballing to Walton Goggins narrating a pickle-themed, romantic audio story for an entirely different launch—picklewiches!
The internet’s reaction
The post that started it all
And it didn’t go unnoticed.
Where we ended up
Chaotic but worth the read — Reddit content
Also chaotic — but this time, in emails
Chaotic Social — no theme, but deserving of a gander
