Situation
Picklewiches are breaking the internet, and Jimmy John’s is the first QSR chain to hop on the trend. Jimmy John’s came to VaynerMedia to ideate on a big splash to launch their two builds of the Picklewich AND their limited edition Pickle Chips.
Strategy
In anticipation of November’s key dates – National Sandwich Day (Nov 3) and National Pickle Day (Nov 14) – we shifted Jimmy John’s focus to October, bypassing 2024 election coverage and capitalizing on spooky season trends. With a surge of horror parodies popping up on social and outsized attention on pickle culture, we went all in on spooky season to launch the Picklewich, co-signed by the pickle queen herself, Snooki – who has multi-generational appeal and a resurgence of relevance in 2024. The week leading up to Halloween we released “found footage” on social starring Snooki as the “Pickle Witch.” The new twist on an iconic scary story, coupled with social media content rooted in culture, drove relevance and reach, all while skyrocketing sales.
Results
- Garnered 6.9M social impressions, with 1.3M during tease period and 5.6M in the launch + sustain phase
- Consumers went nuts! It sold out faster than anticipated- resulting in highest selling LTO sandwich ever!
- 4.7B earned impressions with over 1,100 placements across publications like Complex, Today, and People, and broadcast features on Hoda & Jenna and Morning on Merit Street
- Influencer features from top tier talent such as Bethenny Frankel (2.1M), Halley Kate (1.4M), snackqween (1.5M)
6.9 Million
Social Impressions
4.7 Billion
Earned Impressions
6.9 Million
Social Impressions
