Firehouse Subs

Creating A Memorable Character for The “Hero of All Subs.”

Firehouse Subs has been ranked #1 on multiple measures in the Sandwich category for years, and we were on the hunt to find the real reason people loved them so much.

With our own Visualizer “brand therapy” study, we discovered they loved Firehouse Subs because of the respite they provide in the middle of a crazy day. We connected this “recharge moment” to the refueling that firemen require to do their jobs.

We created the “Hero of All Subs” campaign featuring a charming, humorous, wannabe fireman who reveres everything that Firehouse Subs stands for. The campaign beat the norm on all key measures in the tough ACE Metrics Study. Firehouse Subs moved to the #1 position on Technomic’s “Advertising I can Relate to” metric. And best of all, brand tracking showed big increases in trial.