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Gen-Z, Millennial Parents Opps: Jimmy John's launches campaign for new deals, promotes delivery, pickup & drive-thru amid coronavirus-related regulations (Score 64)
WorkInProgress, which teamed up with industry creatives eager to continue working and creating at home despite the coronavirus.
The company also invested in an effort allowing consumers to purchase fresh-baked French loaves of bread via delivery or pickup. Its additional pandemic responses include the following:
- developed a full-time Coronavirus Preparedness Task Force under parent company Inspire Brands to monitor the situation, stay in contact with officials and share insights across sibling brands to ensure safer dining experiences
- reinforced its Standard Operating Procedures on restaurant cleanliness and sanitation, emphasizing high-traffic areas (such as bathrooms and dining areas) and delivery vehicles
- expanded team members' sick leave and pay policy
- re-emphasized the importance of delivery services
According to iSpot's estimates, the company spent $10.5m on national TV ads YTD, a slight decrease from $11.8m during the same time period of 2019. Spend totaled $52.2m in 2019 and $22.6m in 2018. It primarily targets male Gen-Z and millennials.
JJ also utilizes methods such as OOH, print and local broadcast, Kantar data reports, but we expect overall ad spend to stay relatively low until the pandemic dies down. The rise in digital display ad spend and significant YouTube ad placement lead us to believe its target demographic primarily consists of Gen-Z and millennials; this new promotion will especially appeal to young parents stuck at home and in search of easy, fresh meals. Considering this young audience, you should also offer podcast, paid social and/or podcast ad space. You may also be able to secure local ad dollars promoting delivery services around JJ's locations.
Agency & martech readers - WorkInProgress picked up creative duties earlier this year.