Jimmy John’s is entering the metaverse for the first time with a new campaign involving a real sandwich. The chain is giving consumers the chance to create the “Metasandwich,” a limited-edition product that will appear on the restaurant chain’s menu to order from May 31 to June 3. The twist? People will make the sandwiches on the metaverse platform Decentraland.

The brand, which launched its first metaverse store presence in Decentraland on May 17, is working with agency Anomaly on the campaign. It invites people to wander through the Decentraland store and choose from ingredients such as meat, cheese and vegetables topped with condiments of their choice. They can also add a “secret ingredient,” such as a cookie or the brand’s chips. 

By allowing users to create their own sandwich, the brand and Anomaly wanted to “add a layer of customization to take that consumer engagement a step further,” said Brian Moore, creative director at Anomaly.

Consumer sandwich entries will be judged by the brand and narrowed to four finalists that will be put up for a public vote at a special website.

Even if their sandwich creation doesn’t win the competition, entrants can still order their own creations for pick up from two Jimmy John’s stores in Nashville and Chicago. 

The campaign will run from May 17 to May 22 and be promoted on Twitter, Instagram and Facebook. The winning sandwich will be announced on May 31 and will be available to order from May 31 to June 3.