It's a Mouthful

Schlotzsky’s prides itself on being a mouthful. With hearty sandwiches that pack a giant punch, the Austin-based chain wanted to introduce a fun, engaging campaign to coincide with the launch of their meatier sandwiches. They teamed up with legendary Pro Football Hall of Famer Terry Bradshaw to create their proprietary ‘Train for a Mouthful’ regime, which includes: The Breadlift (think bicep curl, but sandwiches instead of dumbbells); The Chew Chew (a shoulder press with two sandwich halves on either side of your head); and The Stacks on Deck (core strengthening, one sandwich at a time).

We partnered with MBooth to create video and photo assets for the campaign, including a hero video featuring Mr. Bradshaw performing the regime in his trademark downhome football coach style. This was accompanied by a social bogo campaign video and three social cutdowns. Each video had a different script, and Mr. Bradshaw performed without a teleprompter. With only two hours to shoot, we had to be extremely precise in our planning and execution. Our crew on the ground was nimble and quick, as they maximized the kind of coverage we needed for a comedic and fun video. The result is perhaps more mouth-watering than it is mouth-strengthening.