Jersey Mike’s is marking its second year as an NFL partner with a new brand platform, “Game Day Mike’s Way,” which it calls its most integrated campaign to date. The bigger number came from its first earnings call after its July NYSE debut: CEO Charlie Morrison said digital marketing spend rose from less than 1% to more than 20% of total marketing in the first half of the year.
“The brand really did not engage in any form of digital marketing, especially that which would be a call-to-action messaging strategy utilizing social media and other tactics that we would take, prior to 2026,” Morrison said. “When we made this adjustment... we’ve seen really positive results.” The goal is to raise awareness and usage among Gen Z.
The work extends last year’s “Eli vs. Danny,” which cast actor Danny DeVito and NFL icon Eli Manning as rivals. Jersey Mike’s became the NFL’s official sub sandwich sponsor in March 2025. The centerpiece is a biopic-style spot, “Stacked and Jacked: The Danny DeVito Story,” directed by Eric Appel: one of DeVito’s arms becomes huge from lifting and eating subs, he’s recruited as an NFL quarterback and becomes the greatest of all time — to Manning’s chagrin. It flips last year’s premise, where DeVito was angry at Manning for encroaching on his spokesperson role.
The campaign spans TV, online video, social and display, plus influencer partnerships and limited-edition products, pairing humor with value messaging. Agency of record Highdive created it.
Jersey Mike’s posted Q2 2026 revenue of $208 million, up 10% year over year, and digital sales mix grew from 41% to 43%. The company sees building digital infrastructure to use its first-party data as a future growth driver. Nearly a fifth of sales come from delivery, but only 3% of that is first-party delivery — most delivery order data sits with third-party platforms.
Continuing last year’s rivalry instead of starting fresh is smart: returning characters each season compound brand assets. NFL season is also one of social media’s biggest conversation windows, as TikTok’s multiyear NFL deal shows.
More digital ad spend doesn’t fix retention if order data lives on delivery apps. Restaurant brands that depend on third-party delivery should make moving customers to owned ordering channels as much of a priority as advertising. Jersey Mike’s 3% first-party delivery figure is a challenge many brands share.
CEO Charlie Morrison said digital rose from less than 1% to more than 20% of total marketing spend in the first half of the year.
An NFL campaign continuing the Danny DeVito vs. Eli Manning rivalry, led by a biopic-style spot where DeVito becomes an NFL quarterback, across TV, social, influencers and limited-edition products.
Nearly a fifth of sales come from delivery, but only 3% of that is first-party, leaving most order data on third-party platforms.
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