Jimmy John’s

I craft organic content across all social platforms for Jimmy John’s, fueling evergreen content as well as creating surround sound content for campaigns. I have also worked on developing the forthcoming campaign for the return of Kickin’ Ranch to the Jimmy John’s menu, a beloved sauce all consumers have been heartbroken over since it was removed from the menu.

My content consistently outperforms our benchmark for impressions and engagement rate, bridging top-down brand priorities with consumer insights to ensure content resonates with audiences and drives brand relevancy.

Cryin’ for Kickin’ Ranch — coming soon in January ‘25

For the return of Kickin’ Ranch to the Jimmy John’s menu, Jimmy John’s is releasing an original emo song inspired by ‘emo’ and ‘down bad’ fan comments that have inevitably shown up on content across all of JJ’s social channels since it was removed from the menu in January 2024.

I developed this idea and wrote and presented the pitch for the campaign that was bought in by clients, including gathering fan comments and working alongside a musician to create the lyrics and instrumental for the song. I have worked alongside the production company and my ACD providing art and creative direction for campaign shoot, as well as developing concepts and a shotlist for surround sound content captured on set.

Picklewich

For national sandwich day and national pickle day, Vayner came up with the concept to create a Picklewich — a Jimmy John’s sandwich that is sold on a pickle bun. With a campaign hero starring Snooky as the Picklewitch, this campaign brought exceptional success to Jimmy John’s franchisees and the organization at large — selling out of over 190 stores, contributing to a 13% sales life, over 100 million UGC impressions, and garnering over 5 billion earned impressions.

Content

2.4m + impressions
7.8% engagement rate
~600x benchmark impressions & engagement rate