Jimmy John's Made a Kickin' Music Video for Ranch Sauce Return

You WILL sing along

The spoken-word break in Jimmy John’s new music video says a mouthful:

“The power of social media is just insane, man. Where just a couple of comments on a social media post can change your Jimmy John’s consumption levels drastically.”

The sandwich chain collaborated with VanyerMedia to create a song based on fan feedback. It’s all about the return of the restaurant’s Kickin’ Ranch sauce.

This type of social-media crowdsource premise is hardly a breakthrough. But Jimmy John’s earns kudos for crafting a perky gem with an earworm hook: “James Jonathan is here to remind you, Kicking’ Ranch is coming back on the menu.”

Um, which one’s James Jonathan? Oh … riiight.

Agency CEO Gary Vaynerchuk describes the work as “an execution that is truly rooted in consumer-centricity and is a phenomenal example of how brands should be marketing to their audiences.”

Vayner’s Evan Kreutz wrote the song, drawing on 2000s pop-punk and emo for inspiration. Shooting took place in and around the Myrtle Ave. Jimmy John’s in Brooklyn.

Both the song and clip feel retro-cheeky in just the right way, with the fan posts adding to the fun (especially when the goofy-aware JJ crew respond to specific comments. It’s sharable stuff for Jimmy John’s IG and TikTok, where versions of the vid will reside.

The eatery’s playfully leveraged cultural tropes before, notably when Yung Gravy redefined MILF and Brad Garrett portrayed the King of Cold Cuts.