Martin Orders Ham for Quiznos

The Martin Agency’s successful pitch for Quiznos Subs’ $25 million account began with a healthy dose of theater.

When client execs entered the atrium of the Richmond, Va., Interpublic Group agency, they found Bryan Crook, who owns one of Quiznos’ 2,300 stores, being held “captive” in an adjacent room. Crook, clad only in boxers and a T-shirt, was surrounded by aluminum foil and red lights, meant to resemble one of the sandwich maker’s toasters.

The stunt aimed to show “we’re as committed to toasting as they are,” said Martin CEO John Adams.

Quiznos evp Brooksy Smith said he got a chuckle out of the gag but hired Martin for a proposed campaign that “reminded us of the quirky nature of our company.”

The shop was selected earlier this month over incumbent Cliff Freeman and Partners in New York, the Romann Group in New York and Wieden + Kennedy in Portland, Ore.

Martin’s pitch included a...