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Jimmy John’s launches first big game-day ad, first chicken sandwich

Ad spot ‘Meet the King,’ led by actor Brad Garrett, to highlight chain’s differentiation

Jimmy John’s, in partnership with creative agency Anomaly LA, will launch its first ad during the Super Bowl. The 30-second spot, called “Meet the King,” will air during the first half of the championship game. In it, actor Brad Garrett lays out his full comedic talents as Tony Bolognavich, the “King of Cold Cuts.”

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“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,” said Darin Dugan, Jimmy John’s chief marketing officer.

Directed by Australian film director Craig Gillespie, the ad’s aim is to highlight the advantages of Jimmy John’s freshly-made sandwiches, setting it apart from other brands.

As an Inspire Brands concept since 2019, Jimmy John’s is also undergoing a concept evolution: a refresh of its visual identity is underway with updates to its logo.

Video courtesy of Jimmy John’s.

“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,” said Josh Fell, partner and chief creative officer at creative agency Anomaly LA.

In addition, the launch of a new chicken sandwich is part of several initiatives the sandwich chain will undertake during the next few months. The Smokin’ Kickin’ Chicken sandwich rolled out to locations nationwide this week.

The limited-time Jimmy John’s Smokin’ Kickin’ Chicken sandwich is prepared with seasoned chicken, creole chili pepper sauce, Jimmy peppers, provolone cheese, avocado, onions, lettuce, oil, vinegar, and mayo on a choice of fresh-baked bread. The LTO chicken menu addition will be available through March 21, 2021.

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Photo credit: Jimmy John’s (featured preview image)

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