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Firehouse Subs is pushing its most popular menu item, the Hook & Ladder, with a catchy jingle performed by none other than firefighters.
Made together with agency Orchard Creative, the spot brings viewers to a recording session with Captain Jake Stuart of Baltimore and firefighters Brandon M. Reeves of New York, Gloria B. Smith of Los Angeles, and Carlos David Drouet of Jersey City.
The trio sings their hearts out while Smith directs and records, all proudly wearing their firefighting uniforms.
However, with the sheer number of ingredients in the offering, the three have a hard time singing them all within 30 seconds, prompting more takes until they get it right (but they never did).
Firehouse Subs CMO Dena Vonwerssowetz spoke about the hilarious campaign, saying that every great icon has a jingle associated with it — "a catchy earworm of a tune that inspires a smile every time you hear it."
"The Hook & Ladder — our best-selling, crave-worthy, and most popular menu item at Firehouse Subs — is no different, so we strived to create a campaign that we hope will become just as iconic as the sandwich itself," the CMO explained.
Given the brand's heritage and continuous work helping firefighters save lives, Vonwerssowetz said the spot needed to feature these real-life heroes, with each of them representing different battalions.
Orchard Chief Creative Officer David Kolbusz also expressed his excitement for the campaign's launch, as it "chronicles the plight of four brave firefighters and their attempt to fit all the ingredients of a huge sandwich into a short ad."
And while they don't necessarily succeed, everyone can appreciate and get a good laugh out of their earnest efforts, "so, ultimately, everyone wins."
To push its marketing efforts, the famous sandwich joint will also be launching a "Sing the Hook, Get a Hook (and Ladder)" deal between August 16-18.
Here, fans of the restaurant chain can get a buy-one-take-one offer on the Hook & Ladder sandwich if they manage to sing the jingle. They can also choose to make their versions of the jingle and share it on social media with the hashtag #HotTastesBetter to avail of a promo code.
The campaign, running through digital, TV, and social media, is a great example of product marketing, utilizing humor to tout the brand's identity and its sandwich's unique selling points (USPs), enticing audiences to crave their offerings.
Featuring real firefighters in the spot also serves to highlight Firehouse Subs' cause, endearing the brand to audiences in the process.
A Sub Too Big for A Song
The short 30-second advert gets right into the song, with the firemen singing:
♬ Hook and Ladder, Hook and Ladder,
When it's hot it just tastes better,
Warm that smokey turkey, that thin slice ♬
In the middle of their performance, Smith cuts them off and urges them to pick up the speed to fit the allotted time for the ad.
They start to sing faster, hurriedly singing, "Warm that smoky turkey and that thin-sliced honey ham, please" and "Melty cheese and toasty bread, mustard, mayo — perfect spread."
"The sandwich is too big for the song," one of them complains, and they all give up trying. The commercial ends with a shot of the Hook & Ladder, emphasizing its size and many ingredients.
Earlier in June, Orchid Creative also worked on a campaign with Ocean Spray that hilariously positions its cranberry snacks and drinks as the solution to real-life problems.
Editing by Katherine 'Makkie' Maclang
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