We quickly followed-up on the No Third-Party Delivery Pledge by launching Jimmy John’s largest-ever national campaign. It focused on the action of cutting their delivery zone radius to just five minutes from each store in the name of delivering a Freaky Fresh® sandwich.
The campaign included five national TV and digital spots, 100s of contextual OOH placements, digital radio, social, and a customer response plan for those who live just outside the zone.
We also created a microsite to allow customers to be notified when we open a new sandwich delivery zone in their area, and sent gift cards and gas cards to customers who live outside the zone so they could more easily get to our sandwiches.
"When tied to 'freaky freshness' the idea of "Because sandwich" is transformed from a flat statement on paper into a brand obsession. The freshness of a Jimmy John's sandwich is so important to the brand that they refuse any delivery over five minutes. The implication here is that the brand is sacrificing revenue on behalf of this larger calling. Think of the sandwiches they could deliver at six minutes, seven minutes or even 10 minutes. But no. Five minutes max. Because sandwich."