Taking the comeback to pop-culture levels, Champaign-based Jimmy John’s has teamed up with Demi Lovato, a self-proclaimed pickle lover who famously named her dog “Pickles,” to star in a cheeky new digital campaign celebrating the long-awaited return of fan-favorite, Picklewich.
The sandwich that swaps bread for two giant, crunchy pickles is back, this time in six crave-worthy builds and joined by an all-new Pickle Ranch sauce.
Packed with winks to her most iconic moments, the spot perfectly captures Grammy-award-winning Lovato’s signature mix of humor, confidence, and comeback energy. Watch below:
“Jimmy John’s fans are freaks for our Jimmy Pickles, and last year the Picklewich took the internet by storm,” said Kate Carpenter, Vice President of Marketing at Jimmy John’s. “This year, we wanted to give our devoted pickle fans even more to celebrate.”
The expanded Picklewich lineup features six options—Vito, Turkey, Ham, Roast Beef, Tuna, and Veggie—each bringing the same tangy crunch that first broke the internet. The brand is also launching new Pickle Jimmy Chips, the creamy-tangy Pickle Ranch dipping sauce, and a Triple Pickle Meal, a combo built for the ultimate pickle fanatic.
To celebrate, the brand threw a one-of-a-kind PickleCon event in New York City, immersing fans in all things briny. Guests were treated to pickle-themed cocktails, tattoos, a “Pickle Priest,” and, naturally, endless Picklewich samples.
Loyalty members also got early access during a special Pickle Freak Weekend from October 24–26 before the nationwide rollout on October 27.
For Lovato, the collaboration is a perfect match. Known for her fearless reinventions, she brings a self-aware playfulness to the campaign that’s as bold as the Picklewich itself.
The new Picklewich and accompanying menu items are available now for a limited time at participating Jimmy John’s locations nationwide. Fans can order in-store, online, or through the Jimmy John’s app—but with hype this big, the Picklewich might vanish faster than a jar at a summer barbecue.
CREDITS:
BRAND: Jimmy’s John
- CMO: Darin Dugan
- VP, Marketing: Kate Carpenter
- Senior Director, Social & Activations: Suzanne DeRouchie
- Senior Manager, Brand Activations: Meredith Almond Brown
- VP, Brand PR and Events: Sophie Merven
- Manager, Social: Catherine Gant
AGENCY: VaynerMedia
- Group creative director: Brian Chin
- Vice President: Meredith Montana
- Account Director: Gabrielle Wachtel
- Director of Project Management: Michael Manzi
- VP of Strategy and PCS : Hayley Grant
Production: Eva Nosidam
- Director: Nema Vand
- Executive Producer: Laura Shea
- Producer: Naina Pomerantz
- Editor: Abbie Vandruff
- Sr Creator: Javier Aguiar
- Lead Assistant Editor: Haley Insley
- Line Producer: Bobby Wittenberg
- Color: Nice Shoes, Gene Curley
- Audio Engineer: TJ Dumser
Celebrity Representation: Juxtapose
Talent: Demi Lovato
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