The past year has been an exciting one for the Jimmy John’s marketing department. In Fall 2017, Jimmy John’s hired its first CMO since 2007, John Shea. John had years of experience in the food and beverage industry, previously working at PepsiCo for 12 years then becoming the head of global markets at Gatorade before joining the Jimmy John’s team. This spring, Jimmy John’s overhauled its menu adding Giant 16-inch sandwiches, pickles, and the quick fan favorite, Kickin’ Ranch sauce, which is made in each story by hand.

With the new menu, a new ad campaign was launched too. For years Jimmy John’s has used “Freaky fast” and “Freaky fresh” to describe the speed and quality at which the sandwiches are made. This spring, they stepped up the “f” word because it’s a way of life for employees at Jimmy John’s. They are “freaks” about every aspect of sandwich making, even the things people don’t think about.