Male Opps: Jersey Mike's features first-ever celebrity endorser in first campaign from new AOR (Score 32)

Sales Lead: Jersey Mike's (JM) recently revealed its first-ever celebrity endorser, Danny DeVito, in its first campaign from Highdive.

• The new campaign, "It's a Jersey Mike's Thing," rolled out across broadcast and streaming TV, digital, online, and social media platforms.
• Additional campaign content will continue launching in waves into 2023.
• The company is likely to:
  • Continue increasing digital spend
  • Seek similar celebrity endorsements
  • Make future forays into additional digital channels such as TikTok, Twitter, the metaverse, and/or podcasts
  • Conduct additional agency reviews following Highdive's appointment
• Target demographic: 
  • Male Gen-Z and millennials with a skew toward sports enthusiasts

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: JM has spent approximately $24.4m on national TV commercials YTD, down 13% from the approximately $28.1m spent by this point last year.
  • Last year: The sub shop chain spent around $58.7m on this channel in 2021 after having spent 18% less, $48.2m, in 2020.
  • 2022 ad programming: JM's 2022 commercials have targeted male sports enthusiasts watching shows such as College Basketball, NFL Football, College Football, MLB Baseball, and the Super Bowl LVI Pregame.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has allocated roughly $2.8m toward digital ads, 40% more than the roughly $2m allocated within the same 2021 timeframe.
  • YTD data: JM has earned around 224.8m digital impressions YTD via desktop video (75%), Facebook (10%), desktop display (6%), mobile video (3%), Instagram (3%), and mobile display (3%) ads.
    • The company has placed most of this year's desktop video ads site direct onto destinations such as youtube.com (63%), Twitch, aol.com, apnews.com, and dailymail.co.uk.
  • Last year: In 2021, JM's estimated full-year spend decreased 26% to $3.2m from that of $4.3m in 2020.
• Additional channel insights  
  • The company also utilizes OOH, print (newspapers), radio, and local broadcast.
  • It additionally invests in local advertising around its locations (view more info here and a map of locations here).

Additional agency insights:

• Opportunity: Additional agency reviews often follow one another, so get in touch sooner rather than later to offer PR services.
  • Highdive now handles the creative on all JM's advertising, including its digital and social efforts.
    • The agency seems to have replaced incumbent creative AOR Planet Propaganda.
• Current agency roster:
  • In-house: Media
  • ​​​​​​​Highdive: Creative AOR
  • ​​​​​​​Glow: Digital, PR, and social agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.