Jimmy John's, which already uses "Freaky fast" and "Freaky fresh" in its tagline, is expanding its use of the "f" word in the first campaign cooked up by its new CMO and creative agency.
Its newest tagline: "Freaky fast, freaky fresh, Jimmy John's, freak yeah."
"For years we've used freaky to describe our speed," says John Shea, who joined in October as Jimmy John's first CMO since 2007. "But freaky is really a way of life for us at Jimmy John's. We're freaks about the speed, quality, freshness, [and] the sandwich making, and being freaks we're obsessed with things that normal people don't even think about."
The campaign from FCB Chicago includes TV spots focused on three of the chain's longtime staple ingredients—bread (above), meats, and lettuce—and its new Kickin' Ranch dipping sauce (below).
The people featured in the 15- and 30-second spots are actual Jimmy John's employees, says Shea.