Jimmy John's x Demi Lovato

When Jimmy John’s came to us looking to follow up their smash-hit Pickle Witch campaign with something even bigger, we knew it needed a true star. Someone who didn’t just like pickles, but lived them. Enter Demi Lovato. A self-proclaimed pickle freak whose fandom runs so deep that pickles are always on her rider, and even her dog is named Pickle. Demi was the perfect partner to bring unapologetic pickle energy to the brand. The spot leaned into her signature self-awareness, letting her own her most iconic internet moments, from Camp Rock nostalgia to the “Poot” meme, all with a wink. We also extended the campaign into her “Here All Night” music video launch, complete with pickle mocktails and flowing pickle fountains, before taking it into real life at her sold-out Palladium show, where fans saw that yes, pickles really are on Demi Lovato’s rider. The result was a campaign that blurred the line between pop culture and PR stunt: bold, brined, and undeniably Demi.