summer just got spicy af
What began as a few playful pickle innuendos and subtle winks to the romantasy series dominating BookTok quickly evolved into a fully social-informed campaign. By tapping into real-time cultural signals and showing up daily with reactive content, we unlocked an entirely new audience segment. This momentum shaped the creative direction for our Summer Menu of Ultimate Temptation campaign, culminating in a hero spot starring Walton Goggins.
I led the creative development, writing a full two-part audiobook narrated by Goggins himself. Set in a magical sandwich kingdom, the story followed an unsuspecting Jimmy John’s delivery woman thrust into a love triangle between the dashing Lord Mayo and the brooding Lord Pickle. The result: a world-building campaign with zero discounts, zero promos, and a 100% culturally driven hook — and it delivered. Sales increased 7% YoY, outperforming the previous year when two limited-time menu items had been launched, proving that when a brand shows up where culture actually lives, it doesn’t just participate — it converts.
1.8B earned impressions
18.2M organic impressions
👇 Listen to the full audiobook 👇
How it all started…
IYKYK reference comparing pickles to …well… package size of male characters
