Dive Brief:

• Jersey Mike’s is pitting spokespersons against one another in a new national campaign starring actor Danny DeVito and retired NFL quarterback Eli Manning, according to information shared with Marketing Dive.
• The effort, which was created in partnership with Highdive, is the first major creative push from the sandwich chain after being named the Official Sub Sandwich Partner of the NFL in April. The campaign centers around the idea of DeVito, a longtime Jersey Mike’s spokesperson, who feels threatened by the arrival of Manning.
• The effort arrives ahead of the NFL season, which kicks off Sept. 4 with a game between the Dallas Cowboys and the Philadelphia Eagles. Additional ads will air during the fall, with content also appearing across Jersey Mike’s, Manning’s and DeVito’s social media accounts. 

Dive Insight:

Jersey Mike’s is kicking off football season with the introduction of a new spokesperson, much to the chagrin of the longstanding face of the brand. Campaign creative sees Manning and DeVito engage in competitive antics, with the former’s charm clashing with the latter’s larger-than-life personality. The introduction of Manning firmly anchors the brand to football, while maintaining the humor that has been a cornerstone of the brand’s advertising.

A 30-second video advertisement for the brand shows a committee welcoming Manning to Jersey Mike’s. A few seconds later, DeVito falls through the ceiling and onto the conference table before squaring up with Manning.

Like DeVito, who was born in New Jersey, Manning has ties to the state, notably playing for the New York Giants for 16 seasons. During his time at the team, he was a Super Bowl MVP two times. 

DeVito joined the sub sandwich brand back in September 2022. DeVito was chosen for both his humor and Jersey connection, and has frequently appeared in creative for the brand since, including Jersey Mike’s 2023 Super Bowl-inspired ad. While the 2023 effort didn’t air during the big game, it posed the question of what a hypothetical ad could look like. A contest promised free sandwiches for one person until the brand does air a Super Bowl advertisement.

Private equity firm Blackstone acquired a majority stake in Jersey Mike’s for $8 billion in November 2024, with the intention of accelerating growth. Since the deal, the brand has appointed Charlie Morrison as CEO, replacing longtime CEO Peter Cancro.

Now that the brand is officially with the NFL, the addition of Manning is a logical step as it further ties Jersey Mike’s to the league. However, by retaining DeVito, the brand is able to maintain a consistent image.