Dive Brief:
- Jersey Mike’s released a teaser trailer for an advertisement that could one day end up in a Super Bowl broadcast — just not this one, according to a press release. The “teaser” stars brand spokesperson Danny DeVito, who brainstorms what the big game ad would look like.
- Along with the teaser, Jersey Mike’s is giving one consumer free subs until the QSR does air a Super Bowl ad. To enter the contest, consumers can comment on the brand’s Instagram page from Feb. 6 to Feb. 8 sharing what they would do if they starred in a Jersey Mike’s big game ad.
- While Jersey Mike’s is not part of the official broadcast, the advertisement campaign allows the chain to take advantage of Super Bowl hype while building on its partnership with DeVito.
Dive Insight:
Jersey Mike’s has no plans on airing an advertisement during Super Bowl LVII, but that doesn’t mean the chain doesn’t plan on using the game’s momentum. Piggybacking off the excitement for the game without paying the $7 million dollar price tag has proven increasingly popular. Brewer Dogfish Head even boasted it paid only $7,000 for its hyper local advertisement featuring electric football.
In a minute-long video produced by Chicago-based agency Highdive, DeVito describes various concepts for a potential big game advertisement, such as him wrestling a bear or being involved in a high speed chase. He also comments that it could just be his face bouncing around a blank screen, seemingly in reference to cryptocurrency site Coinbase’s bouncing QR code advertisement during last year’s Super Bowl.
The campaign also features an interactive element with an Instagram contest, challenging consumers to leave a comment sharing their Jersey Mike’s big game ambitions on the brand’s page. Four finalists will be chosen, and will have their ideas turned into a graphic and also receive a gift card to the chain. Fans will vote on their favorite during the Super Bowl, with the winner receiving subs for a year, every year until the chain actually airs a commercial.
DeVito has previously been intertwined in Jersey Mike’s advertising, including as the star of the chain’s “It’s a Jersey Mike’s Thing” campaign, also created by Highdive. The effort will run across a variety of channels in 2023.
The sub chain has experienced tremendous growth in recent years. It was named America’s fastest growing fast-food chain by QSR Magazine in 2022. It also ranked number 3 on Entrepreneur's 2023 Franchise 500.
