Dive Brief:

• Firehouse Subs is stepping beyond a single-agency model for the first time since its founding in 1994, according to a press release. 
• Indie shop Orchard has been named the chain’s lead creative agency following a review that kicked off in March, replacing TRG. Omnicom Group’s PHD will handle media as agency of record, leveraging its data-driven Omni platform to drive growth.  
• Other appointments include Quality Meats for activations and partnerships; 500 Degrees for in-restaurant merchandising and on-premise experiences; Jones Knowles Ritchie (JKR) for design; and ICR for public relations. PHD and 500 Degrees already support the rest of the portfolio for Firehouse Subs parent Restaurant Brands International (RBI).   

Dive Insight:

Firehouse Subs is shifting to a multi-agency model in the chase for greater scale and more distinctive brand storytelling at a moment when consumers have no shortage of sandwich options come lunchtime. The company, which was founded by two former firefighter brothers, was acquired by restaurant giant RBI for $1 billion in 2021. RBI has pushed to grow Firehouse Subs’ international footprint, opening its first locations outside of North America last year and striking a deal to bring the brand to the Middle East. 

The agency roster shakeup aligns Firehouse Subs’ marketing services model with sister RBI brands like Popeyes, Tim Hortons and Burger King, which already work with PHD and 500 Degrees. In addition, Burger King uses ICR for public relations. Burger King two years ago underwent a similar agency overhaul, changing its approach to creative and media in ways designed to have an impact on consumers.    

As the new top creative shop, Orchard is tasked with building a brand platform based on Firehouse Subs’ premium hot sandwiches, roots in the first responder world and purpose-driven programs like the Firehouse Subs Public Safety Foundation. TRG, formerly The Richards Group, previously led creative since 2016. On the media front, the chain is tapping into PHD’s data-driven Omni capabilities to uncover new growth audiences and drive sales. 

JKR aims to make Firehouse Subs’ visual identity more distinctive while ICR is expected to generate earned media and other types of buzz for the brand. 500 Degrees will lead merchandising efforts, including those around product packaging, and Quality Meats is handling activations and key partnerships to engage customers and employees. 

Firehouse Subs currently has over 1,200 locations across 46 states, Canada and Puerto Rico. Most of those restaurants are franchised and the company consulted with its franchisee board of directors on the new agency line-up. This is one of the first major moves from Firehouse Subs CMO Dena vonWerssowetz, who joined the brand from PepsiCo in November. 

“After an extensive search that included multiple chemistry checks, workshops and valuable input from our franchisee marketing board of directors, we couldn’t be more thrilled to partner with Orchard, as well as PHD, Quality Meats, 500 Degrees, JKR and ICR, as we collectively shape the blueprint for the future of Firehouse Subs,” said vonWerssowetz in a statement.

“We are at an exciting growth moment for the brand and the time is right for us to capitalize on our momentum to move to a multi-agency team of experts that bring the creative firepower, speed and agility our brand deserves now and in the future,” the executive said.