Erbert & Gerbert’s Launches “Live Flavorfully” Campaign

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Erbert and Gerbert’s Sandwich Shops unveils a new brand position and its “Live Flavorfully” campaign

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The Erbert and Gerbert’s brand story has always been uniquely endearing, but with Shine United’s help we have been able to focus our messaging in a way that more clearly gets us our unfair share of attention.

The new campaign reaffirms the sandwich chain’s dedication to providing consumers with a unique, flavorful experience in every interaction with the Erbert & Gerbert’s brand. The campaign launches as the sandwich chain launches its 100th sandwich location.

“Live Flavorfully is an affirmation of what we’ve always stood for and a declaration for our purpose as a sandwich chain,” said Eric Wolfe, president, CEO and chairman of E&G Franchise Systems. “The Erbert and Gerbert’s brand story has always been uniquely endearing, but with Shine United’s help we have been able to focus our messaging in a way that more clearly gets us our unfair share of attention.”

Erbert & Gerbert’s agency of record, Shine United, developed the Live Flavorfully campaign, featuring digital and radio advertising, social media, and an updated in-store experience, including food packaging, interior signage and décor, staff uniforms and external signage and messaging.

The campaign speaks directly to the brand’s greatest point of difference, flavor. Sandwiches with intense toppings and unique sauces. Small-batch soups that tantalize taste buds. And a commitment to delivering a truly unique, satisfying guest experience.

“It starts with the unique sandwiches and small batch soups, but it’s more than that,” said John Krull, partner and creative director at Shine United. “Live Flavorfully is an aspirational philosophy that goes far beyond just what you eat. It’s about adding flavor to every part of your Erbert & Gerbert’s experience.”

One digital display ad exclaims, “Holy Cranberry Wasabi,” to emphasize the intense flavor of the franchise’s sandwich ingredients. Another says, almost in disbelief, “No Peppadew Mustard Way.” The ads drive customers to find an Erbert & Gerbert’s location or to order online.

Two new radio spots playfully personify how Erbert & Gerbert’s is living flavorfully. One spot uses not so subliminal messaging to make mouths water and the second uses a thesaurus to find the most flavorful descriptions possible of their sub sandwiches.

A robust social media campaign encourages customers to get out of their #LunchRut, complete with a launch video, series of photographics and a promotion where the best (or worst) lunch rut photo wins a catered lunch for an entire workplace. One photographic features a bleak image of leftover Chinese food with the headline, “There’s a reason it’s left over.” Another includes a burrito inside a microwave with the headline, “NSFW.”

View creative samples here:


SHINE UNITED: Aleah Schroeder / / 608.442.7373


Erbert & Gerbert’s
Founded in 1988 in Eau Claire, Wisconsin and themed originally from a child’s storybook, Erbert & Gerbert’s has grown to over 97 locations in 17 states, with locations ranging from urban centers to rural areas. Growth for 2016 is targeted in Texas, Minnesota, Wisconsin, Iowa, North and South Dakota and Michigan with additional franchises slated to open in Indiana and Nebraska. For franchising information, visit

Shine United
Shine United is a $41 million advertising, design and interactive agency located in Madison, Wisconsin. The privately held company’s client roster includes national brands such as Harley Davidson, LaCrosse Footwear, Wisconsin Cheese, GORE-TEX® Running Footwear,, Winston Fly Rods, and Kohler Co. Shine is an environment where creativity, brilliance and teamwork are allowed to flourish – part of the reason we were named one of the best places to work by Outside Magazine the past three years.

Learn more at Shine On.

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Aleah Schroeder
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