The rapper Yung Gravy has a well-documented affinity for older women, so Jimmy John’s nabbed him for a MILF campaign—“Moms I’d Like to Feed”—around a product intro for Valentine’s Day.

The campaign is centered around a pretty spot-on “Bachelor” parody, in which Gravy is courted by a group of backstabbing ladies who are mature—but also not. Yung Gravy is tasked with awarding a Red Velvet Cookie—the sandwich chain's new limited-edition menu item—to his favorite MILF.

How will he ever decide?

The video, created by VaynerMedia, has topped 1 million views on Instagram Reels—one of the most popular Reels to date. Another video is on the way soon. 

“We have the opportunity to increase our menu offerings through innovative menu items that we know will delight our guests,” said Darin Dugan, chief marketing officer at Jimmy John’s. “Partnering with a true brand fan, like Yung Gravy, to bring this delicious Red Velvet Cookie to the masses in time for Valentine’s Day, just felt like the right thing to do. So, forget the box of chocolates—those looking for something sweet need look no further than their favorite sandwich shop, Jimmy John’s.”

We’ll have more Valentine’s Day coverage soon, including a roundup of some of this year’s best work.