Billboard of a giant Jersey Mike's sub wrapped in its paper bag, reading a sub above

Jersey Mike's Subs

Jersey Mike’s needed a national brand awareness campaign that could earn attention in a crowded QSR market. We leaned into the brand’s handcrafted authenticity and quality, coming up with the brand’s evergreen tagline, A Sub Above. Beyond keeping their delicious subs the hero, we took our cue from the iconic sub bag for the campaign’s art direction, using crafted textures, handmade elements and bespoke type lockups to show off the brand’s attention to detail and craft.

The campaign established a consistent brand voice that distinguished Jersey Mike’s as a premium QSR, with a series of TV spots, running nationally and earning the brand a platform it could build on.

Role: Art Director
Where: Planet Propaganda
Market: National B2C, QSR
Deliverables: TV, OOH, in-store, POP, packaging, gift cards, paid ads, social activations, cause marketing

Role: Art Director
Where: Planet Propaganda
Market: National B2C, QSR
Deliverables: TV, OOH, in-store, POP, packaging, gift cards, paid ads, social activations, cause marketing

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TV spot: QuestionWatch on VimeoCopywriter: Brian HucekAdditional Illustration/Character Design: Nate KoehlerEditor: Chris Kluthe

Oversized EAT sign on a Jersey Mike's storefront from the A Sub Above campaign

Campaign Art Direction

Exploded illustration of a Jersey Mike's sub showing each layer of ingredients

In-store deli case cling

Jersey Mike's window cling for The Juice

Window cling: The Juice

In-store napkin insert

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TV spot: Ingredients MatterWatch on VimeoCopywriter: Brian HucekAdditional Illustration/Character Design: Nate KoehlerEditor: Chris Kluthe

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TV spot: Dinner MattersWatch on VimeoCopywriter: Brian HucekAdditional Illustration/Character Design: Nate KoehlerEditor: Chris Kluthe

Jersey Mike's Subs

Giving and The Sub Abovers

Jersey Mike’s long-standing Day of Giving needed to go above and beyond. For social activation, we designed stickers that gave the brand’s loyal following a way to post that they showed up, generating a ton of organic UGC and awareness.

Alongside the general and Day of Giving TV spots, we concepted “The Abovers,” a program launched in 2018 that invited locals to nominate people making a difference in their communities. Winners received grants from Jersey Mike’s, and we captured and shared their stories to amplify their causes. The program continues today, a lasting expression of the brand’s belief that doing good is good business.

Month of Giving