When Jimmy John’s pulled Kickin’ Ranch from the menu, the fans mobilized.
From heartfelt demands to over-the-top memes, their passion was impossible to ignore. Instead of a typical response, Jimmy John’s went all in, transforming this wave of energy into a pop-punk anthem that made fans feel heard and entertained—and brought Kickin’ Ranch back with style.
Listening to the Fans
Jimmy John’s fans are obsessed with Kickin’ Ranch. When it disappeared, the comment sections were flooded with pleas, jokes, and intense demands for its return. Some of the energy was so over-the-top that Jimmy John’s even had to block certain keywords.
At VaynerMedia, we saw something bigger in this outpouring of emotion. Before knowing if, we focused on letting fans know that they’d been heard.
From Comments to an Anthem
The creative team’s goal was simple: make an ad that doesn’t feel like an ad. This led to a bold idea—turning the wildest fan comments into a pop-punk anthem.
The genre mirrored the raw emotion fans poured into their social media posts. Pop-punk has a unique way of channeling intense, genuine feelings, making it the ideal vehicle to reflect the love for Kickin’ Ranch. With lyrics crafted straight from those fan comments, the song carried a sense of authenticity that resonated deeply.
Bringing the Music Video to Life
Every great song deserves a killer music video, and we delivered. Leaning into 2000s nostalgia, the video featured all the theatrics of a classic pop-punk production—dramatic stage dives, emo fashion, and plenty of angst. Even the band was homegrown, featuring talented VaynerMedia employees.
This creative direction was guided by real audience insights. Nostalgia resonates well with our audiences, so we leaned into it as our north star. The result is a video that not only feels authentic but also draws in both existing fans and new ones.
Social Media as the Star
Jimmy John’s has always been about listening to its fans. The “Comments as Creative” strategy ensured that every part of the campaign felt like a direct conversation with their audience. Authenticity was key, allowing existing fans to see their own voices reflected in the campaign while attracting younger audiences with content that was catchy and shareable.
The campaign deepened the bond between the brand and its community, creating a moment that fans engaged and celebrated.
A Celebration of Fans
Jimmy John’s has built its brand on understanding what fans want and delivering it in bold, unexpected ways. From Snooki’s Picklewich to the 4/20 Dime Bag, the brand has consistently turned fan insights into personal and playful moments.
The Kickin’ Ranch campaign was more than just a product comeback—it was a love letter to the fans, reminding them their voices matter.
Looking Ahead
The overwhelming response to the campaign has solidified Jimmy John’s approach to consumer-driven marketing. While sales data is still coming in, fan enthusiasm has been undeniable.
As Jimmy John’s heads into 2025, they’re preparing for even more fan-centered moments, with campaigns planned for National Sandwich Day, National Pickle Day, and beyond.
The Kickin’ Ranch campaign is a masterclass in connecting with an audience. By transforming fan passion into a creative celebration, Jimmy John’s created a cultural moment that goes far beyond the return of a beloved sauce.
