'I Want My Blimpie' Gets Play In Summer Sub Promo

Blimpie Subs & Salads, the 40-year-old sandwich chain with humble beginnings in Hoboken, N.J., doesn’t want to be thought of as just a hole-in-the-wall sub shop. Instead, the 1,700-store chain is featuring better fare, high-profile consumer promotions and a new ad campaign that positions the company as a contemporary deli.

With a nearly $20 million media spend and Blimpie’s biggest summer promotion, the campaign kicks off May 28. It aims to remind consumers who have headed to other chains, such as Subway and Quiznos Subs, of this old favorite, as well as lure new patrons.

Overall, Blimpie wants to position itself as a place with “a remarkable passion for food and fun that fills the senses,” said Blimpie chief marketing officer Mark Mears, who joined the company last fall.

To do this, the chain is returning to its “I want my Blimpie” rallying cry.