A sandwich for the Regular Person
Milio's Sandwiches is a sub sandwich shop that has the tall task of competing with the likes of Subway, Jimmy Johns and about a million others. After doing some research we found that very regular women and men came there for a small break from their otherwise trying day. They're not looking for haute cuisine, just a decent sandwich. After all the things they put up with? They deserve a little reward. It's a regular guy/gal archetype and a very resonant story.
We've all done it.
We created a way for the average person to make their own "I Deserve a Decent Sandwich" campaign.
We had a street team (interns) find cars that had parking tickets on them (surprisingly easy) and put MIlios coupons on them. Takes a little sting out of a bad situation.