What goes together better than freshly sliced meat and fresh veggies? That would be Jersey Mike’s Subs and Asbury Park native Danny DeVito.

The Manasquan-headquartered franchise enlisted DeVito, who grew up near the original Jersey Shore sub shop that opened in 1956, for the brand-new “It’s a Jersey Mike’s Thing” advertising campaign that launched Sept. 12.

The company said it’s the first time it has used a celebrity in an ad campaign. In the spots, the comedian describes what it takes to make an authentic Jersey sub — and how it makes him feel.

“Who better to speak to the authenticity of Jersey Mike’s fresh sliced, fresh grilled sub sandwiches than the guy whose birthday is an official holiday in the state of New Jersey?” Rich Hope, chief marketing officer for Jersey Mike’s Franchise Systems Inc., said in a statement.

Danny DeVito Day is celebrated in New Jersey on his birthday, Nov. 17.

Launched just in time for the busy football season, the campaign consists of multiple 15- and 30-second spots, and will run across TV, digital, website and social media platforms. The work on this campaign will continue into 2023, according to the company.

To emphasize the shops’ and the food’s authenticity, which is the core of the campaign, the ads feature actual Jersey Mike’s crew members.

This national campaign also marks the debut of the brand’s new Creative AOR partnership with Highdive Advertising, a Chicago-based independently owned creative agency.

“Being from Jersey and growing up with Jersey Mike’s, I had an instant personal connection with the team, product, and story behind it all,” said Mark Gross, Highdive’s co-founder and chief creative officer. “With this first campaign, we’ve really been able to bring to life the authenticity that makes Jersey Mike’s special. The chance to work with a legend like Danny DeVito makes it all that much better.”

Giving back

Jersey Mike’s Subs and its customers raised a record-breaking $20 million for the 2022 Special Olympics USA Games and state programs during its 12th annual Month of Giving earlier this year. Click here to read the full story.