Simply good never goes out of style
project overview
Jason’s Deli set out to reconnect with customers in the competitive fast-casual space without losing what made them great from the beginning. We helped the brand build for the future through a campaign rooted in authenticity and simplicity, combining bold strategy and creative to show how a simply good approach leads to really great food.
Challenge
Helping a legacy brand earn fresh attention
Jason’s Deli came to Ampersand as a mature brand with decades of history and strong name recognition across the U.S. But as fast-casual competitors like Panera and Corner Bakery gained ground, Jason’s was facing increased pressure and declining sales. The question was not just how to advertise the brand, but how to help it reclaim its place in a more crowded market without losing what made it beloved in the first place.
solution
We reminded people of what set Jason’s apart from the start
Through an extensive discovery process with Jason’s Deli leadership, we worked with the brand to make a critical choice: chase a more modern, health-forward identity, or double down on the timeless classics customers already loved. The answer was not reinvention for reinvention’s sake. It was a sharper, more confident articulation of what Jason’s had been doing well all along.
Our Simply Good campaign brought that story to the surface, highlighting the quality, care, and natural preparation methods that had gone largely unnoticed behind the scenes. From fresh-sliced deli meats and made-to-order sandwiches to hand-made guacamole and potatoes baked in real ovens, we built a campaign that gave the brand credit for the things that made the food taste better and the experience feel more real.
results
A back-to-basics message that moved the business forward
Jason’s launched the campaign in Texas first, using Dallas and Houston as test markets with decades of sales data to benchmark performance. After just four months, the campaign drove a 12% increase in sales revenue, even after media and production costs were removed, along with a 15% increase in transaction counts during the campaign period and for three months after it ended. Houston was especially strong, delivering some of the biggest gains the market had seen in more than a decade. Following the test, Jason’s expanded the campaign visuals and store décor system across its broader footprint.
