Firehouse Subs’ target saw the chain as only a special occasion stop, and we needed to change that.

We uncovered that Firehouse Subs’ customers connected to the brand because they, like firemen, need to eat a hearty lunch to refuel. We created a memorable character that enabled us to equate a fireman’s need for readiness, to the everyday needs of our customers.

By owning those firefighter values, our campaign surpassed Subway and Jimmy Johns as the number 1 ad the target could relate to.