Demi Lovato Sure Loves Jimmy John's Picklewich

As self-referential as it gets

Jimmy John’s is on a roll with a series of fun, memorable ads. But for one beloved menu item, no roll’s required.

The QSR’s latest campaign stars Demi Lovato and it trumpets the return of the breadless Picklewich. Said snack slaps cold-cuts and fixins’ between the hollow halves of a big-ass gherkin.

Demi gets super self-aware to smart effect, and the feedback on social’s been thumbs-up so far:

I got exactly one of the pop-culture references. OK, I knew none of them. Happy now?

She named her dog Pickle. That’s some authenticity right there.

“Demi really leaned into the creative idea and understood the assignment from the start,” brand VP, marketing Kate Carpenter tells Muse.

“She and her team were very engaged in the process, even suggesting a rewrite to the ‘Camp Rock” line in the script that they felt would land better with fans—they were right.”

“Demi loved the idea of putting ‘Poot’ on a t-shirt and including it in the wardrobe rack to really land the visual. We had been going back and forth on how to best incorporate the meme and this made the most sense. She was kind enough to sign the shirt for us and it’s now proudly on display at JJ’s HQ.”

Other items from Jimmy John’s hype crew—aka VaynerMedia—include Adam Pally’s lunch-cannon blitz at a basketball game and this impossibly catchy track for Kickin’ Ranch sauce.