Jimmy John’s will be launching its new campaign during professional football’s championship game this Sunday evening—the brand’s first-ever national in-game debut. The 30-second spot, aptly named “Meet the King,” will air during the first half and features the comedic talents of Brad Garrett starring as Tony Bolognavich, the “King of Cold Cuts.”
The spot encapsulates an irreverent and humorous take on key Jimmy John’s differentiators from the categorical sameness of other sandwich brands, reinforcing how the brand continues to go all out to serve fast and freshly made sandwiches on their guests’ terms.
“This is us staking our claim to the sandwich throne in a way that is unique in the marketplace and fitting of the maverick spirit of the Jimmy John’s brand,” says Darin Dugan, Chief Marketing Officer at Jimmy John’s. “With Tony Bolognavich as our anti-hero, this campaign allows us to further emphasize the dedication to the art of sandwich that sets us apart from our competitors.”
The spot is the first work from Jimmy John’s creative agency of record Anomaly LA and is directed by renowned Australian film director Craig Gillespie [I, Tonya (2017)].
“For too long the good name of sandwich has been besmirched by cost-cutting, sandwich imposters. So we gave them a face,” adds Josh Fell, Partner and Chief Creative Officer at Anomaly LA. “Jimmy John’s is leading the fight for a quality sandwich. So, we figured if you’re going to pick a fight with those sandwich imposters, might as well do it on the world’s biggest stage.”
In addition to the new creative campaign, 2021 is set to be a transformative year for Jimmy John’s as the brand rolls out a number of consumer-facing elements inclusive of a comprehensive visual identity update and contemporized logo. Examples of these changes will roll out across packaging, in-store signage, merchandise, digital footprint and more in the days and weeks to come.
“As part of a broader brand evolution, we’ve been focused on continuing to reach new guests and refining our operations to meet customers where they are,” says Dugan. “We are energized by the positive momentum of our brand and believe these enhancements to the Jimmy John’s customer experience will give guests more reasons to come back or try us for the first time.”
Menu innovation will be a key pillar in Jimmy John’s evolution as a passion for quality and customization has always been at the very heart of the Jimmy John’s sandwich experience – from baking fresh bread before the sun rises, to meticulously slicing veggies every day.
Earlier this week, the brand marked another milestone by adding chicken to its menu for the first time nationwide with the debut of the new Smokin’ Kickin’ Chicken sandwich as a limited-time offering at participating locations. The perfect balance of bold flavors and heat, Jimmy John’s Smokin’ Kickin’ Chicken sandwich is made with juicy seasoned chicken, creole chili pepper sauce, Jimmy peppers, provolone cheese, avocado, onions, lettuce, oil, vinegar and mayo on your choice of fresh-baked bread.
This limited-time menu addition, now available through March 21 while supplies last, is just the first of multiple new sandwich offerings featuring bold new flavors planned throughout the year following extensive company and consumer market testing.