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Home / Smith Brothers Agency Wins DiBella’s Subs and Launches Fresh, New Ad Campaign

Smith Brothers Agency Wins DiBella’s Subs and Launches Fresh, New Ad Campaign



Smith Brothers Agency is now the agency of choice for DiBella’s Subs after a competitive pitch among multiple agencies. AJ Shear, DiBella’s Director of Marketing, cited the agency’s experience in the restaurant category and clear insights into differentiating the DiBella’s brand as key factors in the choice for Smith Brothers.

A digital ad campaign for Rochester, NY-based DiBella’s will launch on June 3rd across digital platforms including programmatic display, Youtube pre-roll video, Facebook, Instagram, paid search and Yelp.

The campaign photography was shot in Smith Brothers’ in-house production studio, Foothold Studios, where they were deliberately authentic and avoided over-styling the subject: subs, chips and drinks. The final assets include static and animated video.

The new campaign adopts a refreshingly frank tone, feeling like the guy behind the deli counter might be speaking to you as he makes your over-sized sub with headlines like, “Sure we have salad, we just recommend it between slabs of our fresh-baked bread,” “Yep, we’ll cut your sub, but we’ll never cut a corner,” and “You are entering a kale-free zone.” The tagline is a clever mnemonic for the brand promise - “DiBest since 1918.”

“Subway has value covered. Jimmy Johns is freaky fast,“ said Smith Brothers co-founder, Lindsey Smith. “DiBella’s has a better product. It’s old school. With outstanding, fresh-baked rolls that are piled high with quality ingredients, DiBella’s subs are all about really enjoying the food.”

“We saw an opportunity to reject the perfectly styled subs you see in a lot of sub shop ads and depict DiBella’s in a refreshingly authentic fashion,” said Bronson Smith, who with his brother, co-founded the agency.

ABOUT DiBELLA’S SUBS
Founded in 1918, DiBella’s is a restaurant chain based in Rochester, New York, with 47 locations in New York, Pennsylvania, Ohio, Connecticut, Michigan, and Indiana. The restaurant chain first began as a family owned and operated delicatessen in the city of Rochester and opened its first sub shop in 1998.

ABOUT SMITH BROTHERS
Smith Brothers is a digital-forward, performance-based marketing communications agency. The agency’s experience includes launching innovative campaigns for category leaders, challenger brands and start-ups. Clients include Nestle, Premier Nutrition, Mezzetta, Spangler Candy, Nonni’s, Rivendale Farms, and Truwhip. For more information, visit www.smithbrosagency.com.

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24 Young Creatives From Around the World Selected as 2019 One Club Portfolio Night All-Stars



The One Club for Creativity today announced the latest group of Portfolio Night All-Stars, the top young creative as selected by industry professionals from each of the cities around the world that participated in its recent global Portfolio Night 2019.  

Long recognized as the world’s largest advertising portfolio review program, Portfolio Night is a fast-paced evening of advice, networking and recruitment that takes place in numerous cities all across the globe on the same date to help the next generation of creative talent enter the industry.  

A highlight of this one-of-a-kind program is Portfolio Night All-Stars, where industry professionals from each host city select the single most outstanding young creative in their market with the best portfolio.  These Portfolio Night All-Stars are invited to be flown to New York in August, courtesy of The One Club, where they will spend a week working as a team on a creative brief for a major global brand.

Portfolio Night 2019 All-Stars, as selected by leading professional creatives from their city hosts, are:
  • Atlanta (hosted by Edelman) — Nita Thompson
  • Austin (hosted by McGarrah Jessee) — Adrianna San Roman
  • Beijing (hosted by Serviceplan) — Ziyi Tong
  • Beirut (hosted by BWR) — Carine Howayek
  • Boston (hosted by Arnold Worldwide) — Madison Umbrello
  • Buenos Aires (hosted by El Círculo de Creativos Argentinos) — Lucas Frigerio
  • Chicago (hosted by Edelman) — Astha Thakkar
  • Cleveland (hosted by Brokaw) — Corinne Baker
  • Detroit (hosted by GTB) — Andrew Montana Flaherty
  • Dubai (hosted by BWR) — Neel Layth Abdulrasool
  • Guangzhou (hosted by Insight) — Shigang Yan
  • Ho Chi Minh City (hosted by Happiness Saigon) — Anh Thu Dam
  • Lima (hosted by Lanfranco/Cordova) — Florencia Luna
  • Lisbon (hosted by Clube Criativos de Portugal) — Pedro Barroso
  • Lyon (hosted by TBWA\ Groupe — Corentin Magnetti
  • Melbourne (hosted by Melbourne Advertising & Design Club) — Cale Berry
  • Mumbai (hosted by Kyoorius) — Shreya Arora
  • New York (hosted by Edelman) — Diane Danneels
  • Paris (hosted by BETC) — Amélie Lazure-Ratte
  • San Francisco (hosted by Edelman) — Chiara Martini
  • São Paulo (hosted by AlmapBBDO) — Victor Piva
  • Shanghai (hosted by Proximity, PwC Shanghai, Experience Center) — Chenwei Xu
  • Singapore (hosted by Temasek Polytechnic, TGH Collective, Association of Accredited Advertising Agents Singapore) — Ken Vicera Kaneko
  • Zurich (hosted by Voy Talent) — Luigi Vitiello
“By all reports, the quality of portfolios and level of participant enthusiasm was truly impressive this year,” said Kevin Swanepoel, CEO, The One Club for Creativity.  “As a global nonprofit organization with a focus on professional development, it’s one of the highlights of our year to see the next generation of creatives show their stuff and provide advertising and design professionals with the opportunity to give back to the industry and their local creative community by mentoring this young talent.”

This unique global event serves as a high-visibility opportunity for agencies, schools and organizations to give back to the industry by guiding the earliest steps of future copywriters, art directors and technologists.  Host agencies also benefit as Portfolio Night is a crucial tool for them in recruiting top young talent, provides them with recognition from local industry peers and gives them a place on the global stage as the ad world tunes in to this one-of-a-kind annual event.


ABOUT THE ONE CLUB FOR CREATIVITY
The One Club for Creativity, producer of The One Show, ADC Annual Awards and Creative Week, is the world's foremost non-profit organization whose mission is to support and celebrate the success of the global creative community.  The One Show is a top global awards show for advertising, design and digital marketing focusing on creativity of ideas and quality of execution.  The global ADC Annual Awards honors creative excellence in craft, design and innovation across all disciplines.  Creative Week takes place in New York City every May and is the preeminent festival celebrating the intersection of advertising and the arts.

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