Jersey Mike's and Danny DeVito have collaborated on the sandwich brand's first-ever celebrity endorsement, titled "It's a Jersey Thing."
“Two of the best things to ever come out of Jersey, finally together,” Danny DeVito said on Twitter. “Jersey Mike’s Subs and Me!"
Jersey Mike's is now adding another marketing layer with its first celebrity spokesperson. The 77-year-old Danny DeVito has an impressively long-lasting and fruitful career in Hollywood that includes playing a surly New York City taxi dispatcher in "Taxi" to taking on the villainous role of The Penguin in "Batman Returns" to portraying the infamous Frank Reynolds in FX's "It's Always Sunny in Philadelphia".
“We really weren’t interested in working with celebrities at the start, but Danny was just so perfect for the brand,” said Hope. “He is a Jersey guy and grew up about 10 miles from the original store in Asbury Park. He is a well-known character for several generations. When you have an 88-year-old mother-in-law and an 18-year-old son both tell you they love Danny DeVito, that's a good sign. You don’t get that often. The results have already been tremendous.”
Mark Gross, co-founder and chief creative officer of Highdive, the marketing agency behind the ad campaign, said in a statement, “Being from Jersey and growing up with Jersey Mike’s, I had an instant personal connection with the team, product, and story behind it all. With this first campaign, we’ve really been able to bring to life the authenticity that makes Jersey Mike’s special. The chance to work with a legend like Danny DeVito makes it all that much better.”
“We really weren’t interested in working with celebrities at the start, but Danny was just so perfect for the brand,” said Hope. “He is a Jersey guy and grew up about 10 miles from the original store in Asbury Park. He is a well-known character for several generations. When you have an 88-year-old mother-in-law and an 18-year-old son both tell you they love Danny DeVito, that's a good sign. You don’t get that often. The results have already been tremendous.”
Mark Gross, co-founder and chief creative officer of Highdive, the marketing agency behind the ad campaign, said in a statement, “Being from Jersey and growing up with Jersey Mike’s, I had an instant personal connection with the team, product, and story behind it all. With this first campaign, we’ve really been able to bring to life the authenticity that makes Jersey Mike’s special. The chance to work with a legend like Danny DeVito makes it all that much better.”