Aaron Judge Orders It His Way In New Jersey Mike’s Subs Marketing Campaign

By Barry Janoff

July 8, 2020: At a time that originally would have been the countdown to the 2020 MLB All-Star Game (July 14) and surrounding festivities, all canceled due to the COVID-19 pandemic, QSR Jersey Mike’s Subs has unveiled a multi-platform campaign starring Aaron Judge, company spokesman and All-Star outfielder for the New York Yankees.

The humorous effort is anchored by a TV spot, “Aaron’s Way,” which explains how people ordering from Jersey Mike’s can add a Pepsi and Lay’s to their Sub order for $2.99 by saying “Aaron’s Way.”

The tie-in is organic as Judge is also a spokesman for PepsiCo.

The “Aaron’s Way” order gets customers a 20 oz. drink that comes in a cup with Judge’s picture and a QR bar code, which they can scan with their smartphone to view other spots in the campaign.

Manasquan, NJ-based Jersey Mike’s is also pledging $1 million to Judge’s All Rise Foundation, which supports camps and other activities for kids.

For every combo sold, Jersey Mike’s will make a donation toward the All Rise Foundation. (Details here.)

In May, to recognize high school athletes who missed out on their spring sports season due to the COVID-19 pandemic, Jersey Mike's partnered with high school sports marketer Huddle, Inc., to host an end-of-year virtual athletic banquet, with Judge sharing a personal message with the athletes.

The anchor spot, which will air on broadcast and cable, including ESPN, during sports programming, will be supported by four other spots, digital, social media and POP.

Lead agency is  Planet Propaganda, Madison, WI.

In “Talk Like A New Yawka,” Judge explains how, although he was born and raised in California, he has learned to speak like someone from New York since joining the Yankees in 2016.

Among his relocated vocabulary:

• Forget about it = Fuggedaboutit! “Easy,” he smiles.

• Houston Street = How-ston Street. “Nailed it.”

• Water = woau-dah

• Coffee = coau-fee

• Excuse me = (Expletive deleted). "Hey buddy, watch where ya goin’, I'm waukin’ heah!!"

In “Aaron’s Way to Chew Gum," he relates, “Baseball players have superstitions. Mine happens to be chewing gum. I chew exactly two pieces (of Double Bubble sugar-free) gum before I step up to the plate. If I get a hit, I keep chewing. If I get another hit, I keep chewing. As long as I get hits, I keep chewing. After a while it tastes like a Sunday newspaper rubber band.

He becomes a Zen master in “Aaron’s Way To Relax."

“When you play 162 games a season, it’s important to make the most of your down time. First, get comfortable. Close your eyes and imagine you are on a beach.

“Get cozy: Breath in for four seconds, and breath out.

“Any thoughts in your mind are like clouds passing by over your head.

Hear crashing waves.”

It works so well he falls asleep at the Jersey Mike’s table.

In “Aaron’s All Rise Foundation,” Judge talks about his project.

“This is a foundation I stated in 2018 to impact students and kids with camps and programs. Giving back to the community is so important.”

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