Jimmy John’s takes a dig at delivery services while promoting its own in OOH campaign
Sandwich chain Jimmy John's looked into adopting third-party delivery services, and it hired Boston Consulting Group to research how it might help or hurt its business. The results were so clear that the company launched a campaign to let customers know how much better its delivery services are than the third-party competition.
Jimmy John's OOH campaign touts delivery
While many restaurants are adopting Grubhub, Uber Eats, DoorDash, and others in a bid to solve the delivery quandary, Jimmy John’s states that it's going against the grain.
“We are cheaper, faster, fresher, and better at delivery than third-party services,” said James North, the president and chief executive of Jimmy John’s. “That means a relentless focus on the entire process, from the second we start slicing lettuce and tomatoes and baking fresh bread…to the moment we hand a sandwich to a customer. We are not going to hand our product to a driver we have never met or trained, or give up control of any stage of the delivery process.”
The national out-of-home marketing campaign reflects that commitment and takes a dig on the other delivery services. It includes giant billboards highlighting the delivery promise and a video showcasing tweets from dissatisfied customers of third-party food delivery companies.
The billboards jabs include, “If you want grub, there’s a hub for that. If you want a sandwich, there’s Jimmy John’s,” “Delivery that’s actually seamless,” and “We actually deliver to your door in a dash.” All are tagged with the simple phrase, “Because sandwich.”
Complementary video spots showcase the tweets of unsatisfied third-party delivery service customers.
Jimmy John's hired Work In Progress as its agency of record, taking over from FCB. Haworth is the new media agency.
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