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Jimmy John’s Wants To Buy You A House So They Can Deliver You A Sandwich



Jimmy John’s has announced the “Home in the Zone” Contest, which will give one Jimmy John’s superfan a home in a delivery zone so they can finally get a Freaky Fast and Freaky Fresh sandwich delivered. The Contest and national campaign, created in partnership with agency WorkInProgress, come on the heels of the company’s commitment to only deliver within five minutes of each of its stores—the “Sandwich Delivery Zone”—in order to maximize freshness.

Jimmy John’s fans who live outside any of its 2,800+ Sandwich Delivery Zones across the country will be eligible to enter the “Home in the Zone” Contest. The winner, who will be selected based on a written entry, will win up to $250,000 towards the purchase of a new home inside a Jimmy John’s Delivery Zone of the winner’s choice. The Contest will run from August 12th through October 4th, 2019.

“At Jimmy John’s, we’re committed to Freaky Fast and Freaky Fresh,” said Chief Marketing Officer, John Shea. “While that means we can’t deliver sandwiches to our customers who live outside of our Delivery Zones, we can deliver our customers to our sandwiches.”

In February, Jimmy John’s was the first chain to declare that it would never authorize third-party aggregators such as Uber Eats, DoorDash, and Grubhub to deliver its sandwiches, since those services don’t meet Jimmy John’s high standards for efficient, reliable, and affordable delivery. While the $13 billion third-party food-delivery market is growing, 35% of customers say they have experienced a problem with deliveries, and 76% hold the restaurant partially responsible for those errors.

“We’re consistently faster, fresher, and a better value than any other delivery service,” said Shea. “With our Home in the Zone Contest, we’re looking forward to rewarding one of our customers with the opportunity to move into a Delivery Zone so they can experience the service that Jimmy John’s offers. We’re dedicated to proving that we’re the most passionate sandwich company in the world.”

The “Home in the Zone” Contest is supported by a national advertising campaign, which shows the great lengths Jimmy John’s fans will go to in order to get their hands on a prized sandwich. In one of the ads, a Jimmy John’s delivery person bikes up to a house with a white picket fence to hand-off an order to a rather nervous-looking couple. Shortly after the wife snatches the bag, the front of the house falls flat—it’s merely a façade so the family can qualify for delivery within the zone. “Jimmy John’s only delivers within five minutes of their stores to maximize freshness,” a narrator notes. “Which is great, unless you don’t live within five minutes of a Jimmy John’s.” He goes on to announce that Jimmy John’s is buying someone a house in a Jimmy John’s delivery zone, and how to enter the contest. Two additional executions show the excited family moving into their new home, provide more contest details, and direct viewers to read the commercial’s fine print, while assuring them this house deal is legit. Why? “Because sandwich.”

“Jimmy John’s would rather buy someone a house than deliver them a not-fresh sandwich,” said Partner_Creative at WIP, Matt Talbot. “If that isn’t a commitment to being Freaky Fast and Freaky Fresh, I don’t know what is.”

The campaign is backed by a national media plan beginning on August 19th that includes buys on more than 30 TV networks and cable channels (ABC, CBS, NBC, FX, A&E, TBS, Bravo, Food, ESPN) along with social and digital sites, including: Facebook, Instagram, YouTube, and Hulu.

For customers who already live inside a Delivery Zone, Jimmy John’s will also be running a Sweepstakes where five winners will receive free sandwiches and free delivery for one year.

For more details, and to enter, visit: https://dreamhomeinthezone.com



Credits

Advertising Agency: WorkInProgress (WIP), Boulder, CO (USA)
Partner, Creative: Matt Talbot
Creative Director: Stephen Dalton
Creative Director: Lauren Perlow
Associate Creative Director: Josh Shelton
Associate Creative Director: Haley Garyet
Senior Designer: Jimmy Rosen
Partner, Production: Stafford Bosak
Executive Producer: Molly Schaaf
Partner, Account & Strategy: Alex Guerri
Partner, Account & Strategy: Evan Russack
Director, Account & Strategy: Stacy Moss
Supervisor, Account & Strategy: Sally Kubancik
Partner, Technology: Harold Jones

Production Company: Arts & Sciences
Production Service Company: Animals
Director: Adam & Dave
Director of Photography: Benn Martenson
Executive Producer: Marc Marrie
Line Producer: Gillian Marr

Editorial Company: Mackcut NYC
Editor: Ryan Steele
Assistant Editor: Devon Flint
Executive Producer: Gina Pagano

Color: Company 3
Colorist Tim Masick
Producer Kevin Breheny

VFX & Finishing Company: Framestore
Flame Artist: Theo Maniatis (Lead), Eric Bruno
President, Advertising North America: James Razzall
Head of Production: Bethan Thomas
VFX Producer: Georgina Poushkine
Production Coordinator: Jamie Runkle

Music House APM Music

Mix House: Coupe Studios
Audio Engineer & Sound Designer: Greg Mcrae
Audio Executive Producers: Aaron Lasko & Eric Singer

Client: Jimmy John's
Chief Marketing Officer: John Shea
Director of Consumer Engagement: Nathan Louer
Director of Customer Acquisition & Loyalty: Suzanne Derouchie
Senior Designer: Chris Phillips
Marketing Operations Senior Manager: Kristi Kaiser
Head Of Consumer Video & Chief Editor: Spencer Liautaud

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Developed by HARIBO’s social creative agency of record Barkley, the Chewy Channel transforms the iconic Goldbear gummi candies into a unique cast of characters. The series premiered with Bearly Corporate, a workplace comedy, followed by Goldbear Gulch, a watering hole Western, Sour Sorcerors, a magical castle fantasy, and Investigation Goldbears, a haunted museum thriller.

“We know that when our fans open a bag of HARIBO, they’re inspired to play with the gummies before enjoying a sweet treat. It’s part of the fun,” says Katie Waller, Vice President of Marketing at HARIBO. “We’ve been creating moments of childlike happiness for nearly 100 years, and this mission of inspiring joy through treats and listening to our consumers is what fueled the thinking behind the Chewy Channel.”

“We wanted to build on the creativity that is inherent to HARIBO to build must-see content worth following,” says Katy Hornaday, executive creative director at Barkley, “It seemed only right for the world’s first gummi bears to be the world’s first gummi IGTV stars.”

To create the miniature sets, Barkley handmade each diorama to Goldbear gummi scale and puppeteered the chewy cast through their scenes using small wires, magnets, and fishing lined—some of which were left in the shot to preserve the DIY feel that would appeal to a super-obsessed fan.

The brand is dropping a new original series every month, introducing the U.S. to the world of micro-binging where entire seasons are less than 5 minutes and there’s always time for another episode. On October 28th, just in time for Halloween, the Chewy Channel is premiering Beary Scary Stories Part 2 exclusively on IGTV by following @haribousa on Instagram.

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