Firehouse Subs, the firefighter-founded hot sub brand with a passion for hearty and flavorful food, heartfelt service, and public safety, recently launched a new national advertising campaign and jingle about its best-selling and most iconic item—the Hook & Ladder—starring real firefighters.
The Hook & Ladder features a unique blend of smoked turkey and Virginia honey ham, steamed to perfection with melted cheese and toasted bread, lettuce, onion, deli mustard and mayo. Firehouse Subs created a jingle celebrating the sandwich that also shines a light on local heroes from across the country, aligning with the brand’s commitment to supporting local communities through the Firehouse Public Safety Foundation.
“It all started with our hot subs. We have, without a doubt, the best, most craveable hot subs,” said Dena vonWerssowetz, Chief Marketing Officer, Firehouse Subs. “When we kicked off our partnership with Orchard earlier this year, we brainstormed immediately how we could effectively and authentically tell the story of the Hook & Ladder, our hero product, that is just as delicious as it is generous. Spoiler alert: we realized very quickly that there was no way we could fit everything about the Hook & Ladder into 30-seconds, which is what sparked the brilliant idea for our newest campaign.”
In partnership with Orchard Creative, the new Hook & Ladder advertising campaign launched nationwide on Monday, August 12, 2024, and features real firefighters who not only respond to everyday emergencies…but can also sing. Featured in the new creative are Jake Stuart, Captain, Baltimore County (MD) Fire Department; Carlos David Drouet, Firefighter, Jersey City (NJ) Fire Department; Brandon M. Reeves, Firefighter, Yonkers (NY) Fire Department; and Gloria B. Smith, Firefighter, Los Angeles County (CA) Fire Department.
“If you think about it, every great icon has a jingle associated with it, a catchy earworm of a tune that inspires a smile every time you hear it,” continued vonWerssowetz. “The Hook & Ladder—our best-selling, crave-worthy and most popular menu item at Firehouse Subs—is no different, so we strived to create a campaign that we hope will become just as iconic as the sandwich itself. Given our brand heritage, it was imperative that we work with real heroes to bring this spot to life, and not only did our four incredible firefighters proudly represent their battalions—from coast to coast, Baltimore to Los Angeles—but they sang live on set, as well. Now, that is true talent!”
In addition, for three days only—Friday, August 16, 2024 to Sunday, August 18, 2024—guests are invited to sing the catchy Hook & Ladder jingle at checkout (in the restaurant) to receive a special, medium Hook & Ladder “buy one, get one” (BOGO) offer. Fans are also encouraged to create and share their own renditions of the jingle on social media, using the hashtag #HotTastesBetter to receive a special promo code for this BOGO offer redeemable through the Firehouse Subs app or online until Sunday, August 25, 2024.
“Firehouse Subs is proudly founded by firefighters, and we’ve maintained an incredibly strong relationship with the first responder community for nearly 30 years,” concluded vonWerssowetz. “In fact, a portion of the sales from every sandwich is donated directly to the Firehouse Subs Public Safety Foundation, which provides grants and life-saving equipment to first responders. With these roots, we knew we had to make our firefighter community proud with this campaign – capture their humor, their heart and their heroism all in 30 seconds.”
For more information, please visit firehousesubs.com.
