Sometimes life doesn’t turn out exactly the way you planned. But no matter what, “You deserve a decent sandwich.”
Milio’s Sandwiches, the 46-store chain with locations in Wisconsin, Minnesota, Iowa and Nebraska, is partnering with Lindsay, Stone & Briggs (LSB), an integrated advertising agency that specializes in launching and jump-starting brands, to champion the universal right to a decent sandwich. The campaign - Milio’s most ambitious and comprehensive to date - is running regionally in markets where Milio’s restaurants are located and portrays Milio’s as a simple way to enjoy everyday life.
In a marketplace cluttered with quick service restaurants owning the conversation around ingredients, speed of delivery and price, Milio’s seeks to establish the quality of its food and the Milio’s experience. Each ad speaks to the universal truth of why, for one reason or another, we all deserve to reward ourselves with a good meal. The ads show a range of life’s trials and tribulations, from “I just got the worst haircut of my entire life” to “My ex-wife won the lottery” with the message “You deserve a decent sandwich. Milio’s”.
The ad campaign will appear across a variety of media for maximum visibility. In addition to print ads, out-of-home is running on billboards, cab toppers, gas pumps, buses, elevators and bus shelters, as well as at point of purchase, and is designed to relate to the location the ads are featured. For example, the bus shelter ad reads, “Your bus left 21 seconds ago…you deserve a decent sandwich”. The campaign is further supported by radio and online banner advertising.
“Everyone can relate to this campaign because we’ve all experienced bad luck. We’ve all been victims of fate,” said Bill Winchester, Chief Creative Officer and Senior Vice President at LSB. “These ads remind us that lunch is a time to take a break and that we deserve a little reward for the curveballs that life throws at us all.”
Agency: Lindsay, Stone & Briggs
Chief Creative Officer/SVP: Bill Winchester
Art director/Associate Creative Director: Matt Johanning
Copywriter/Associate Creative Director: Lee Schmidt
Producer: Faith Williams
Photographer: Bill Fritsch
Retouching: FatCat Digital
Account Service: Lisa Anderson, Rachel Yanofsky