Firehouse Subs expands creative team for global growth

Article Brief:

Firehouse Subs is stepping beyond a single-agency model for the first time since its founding in 1994, according to a press release. 

Orchard, an indie shop, has been selected as the chain's new lead creative agency after a review process that began in March. They are taking over from TRG. PHD, part of Omnicom Group, will be in charge of media as the agency of record. They will be using their data-based Omni platform to help drive growth.

In addition to Orchard and PHD, there are other new appointments. Quality Meats will be responsible for activations and partnerships. 500 Degrees will handle in-restaurant merchandising and on-site experiences. Jones Knowles Ritchie (JKR) will take care of the design aspect, while ICR will handle public relations. PHD and 500 Degrees are already supporting the other brands under the Restaurant Brands International (RBI) umbrella, which includes Firehouse Subs.

Firehouse Subs' New Approach

Firehouse Subs is making a change to a multi-agency model as they aim to expand and tell their brand story in a more unique way. With many sandwich options available to consumers for lunch, the company, founded by two brothers who were firefighters, was purchased by restaurant giant RBI for $1 billion in 2021. RBI is working on growing Firehouse Subs' presence internationally, with the brand's first locations outside of North America opening last year and plans to bring the brand to the Middle East.

The agency roster shakeup at Firehouse Subs is bringing its marketing services model in line with sister RBI brands such as Popeyes, Tim Hortons, and Burger King, who already work with PHD and 500 Degrees. Burger King also utilizes ICR for public relations. Just two years ago, Burger King made changes to its creative and media approach in order to better connect with consumers.

Orchard, the new top creative agency, has the task of developing a brand platform centered around Firehouse Subs' premium hot sandwiches, ties to the first responder community, and initiatives like the Firehouse Subs Public Safety Foundation. TRG, previously known as The Richards Group, had been in charge of creative since 2016. On the media side, Firehouse Subs is leveraging PHD's data-driven Omni capabilities to identify new target audiences and boost sales.

JKR is working on enhancing Firehouse Subs’ visual identity, while ICR is focused on creating buzz and earning media attention for the brand. 500 Degrees is responsible for merchandising efforts, particularly in product packaging, and Quality Meats is in charge of engaging customers and employees through activations and partnerships.

With over 1,200 locations in 46 states, Canada, and Puerto Rico, Firehouse Subs mainly operates through franchises. The company collaborated with its franchisee board of directors to finalize the new agency line-up. This marks one of the initial significant decisions made by Firehouse Subs CMO Dena vonWerssowetz, who transitioned from PepsiCo to the brand in November.

"We are thrilled to announce our partnership with Orchard, PHD, Quality Meats, 500 Degrees, JKR, and ICR after an extensive search involving chemistry checks, workshops, and input from our franchisee marketing board of directors," stated vonWerssowetz.

With the brand experiencing exciting growth, vonWerssowetz emphasized the importance of seizing the moment to transition to a multi-agency team. This team of experts will provide the creative firepower, speed, and agility needed for the future success of Firehouse Subs.

Editor's P/S:

Firehouse Subs' shift to a multi-agency model reflects the evolving marketing landscape, where brands seek greater specialization and agility. By partnering with agencies that excel in specific areas, such as creative, media, activation, and public relations, Firehouse Subs aims to amplify its brand message and engage with consumers more effectively. This strategic move aligns with the company's ambitious expansion plans and its desire to establish a stronger global presence.

The appointment of Orchard as the lead creative agency highlights the importance of developing a compelling brand story that resonates with target audiences. Orchard's expertise in storytelling and emotional branding will be crucial in crafting campaigns that connect Firehouse Subs' unique heritage and values with the needs and aspirations of consumers. Additionally, PHD's data-driven approach to media planning and optimization will enable Firehouse Subs to target its marketing efforts more precisely and drive measurable results.