Jimmy John's, VaynerMedia Announces the Return of Kickin' Ranch Sauce with Pop-Punk Track

Jimmy John's just dropped a new pop-punk track to mark the return of its beloved Kickin' Ranch sauce.

Made together with ad agency VaynerMedia, "Bring Back My Kickin' Ranch" is a two-minute pop-punk music video announcing the return of the menu item. 

A fictional band donning full bangs, dark clothing, and black eyeliner rock it out in the kitchens of Jimmy John's, with lyrics inspired by actual comments from fans of the popular sauce. 

your new favorite song has arrived and it comes with a side of kickin’ ranch #KickinRanchisBackpic.twitter.com/RDyKbuLkUW

— Jimmy John’s (@jimmyjohns) January 3, 2025

First launched in January of last year, the Kickin' Ranch became a fan-favorite among Jimmy John's customers, until the sauce was removed from the menu. 

This caused a social media uproar, with many demanding the restaurant bring it back. 

With this, the brand and agency sought to announce the ranch's return with a fun and headbang-worthy throwback music video. 

With fun music announcing the return of beloved products, Jimmy John's is able to create moments that resonate with its customers, engaging with audiences, both old and new, to enhance brand recognition and recall.

Behind campaigns like these are the creative minds of ad agencies like VaynerMedia, who blend strategy, cultural insight, and storytelling to turn simple product launches into memorable brand experiences.

It's Kickin' Ranch!

The music video, reminiscent of popular '90s punk-rock tracks, starts off with CCTV shots of the Kickin' Ranchers band behind the kitchen, as they flash comments from fans on the screen.

"My toxic trait is that I could definitely drink @jimmyjohns kickin' ranch through a straw," one comment hilariously reads. 

The song number starts with the lead singer telling the experiences of customers asking for the ranch, as they feel it is the only thing that could "solve '99."

 

 

 

 

 

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A post shared by Jimmy John's (@jimmyjohns)

"James Johnathan is here to remind you: Jimmy John's and Kickin' Ranch I might buy two. James Johnathan is here to remind you: Kickin' Ranch is coming back to the menu," the lead singer sings. 

The rest of the video shows the band in different settings, as they continue to read comments from customers asking for the return of the ranch sauce.

Using music and nostalgia to launch a campaign is something that brands have continuously been doing, which is proof of its effectiveness in not only starting conversations but also in spreading brand awareness and fostering loyalty.

Previously, Sprite and NBA star Anthony Edwards remixed an iconic Christmas poem for their holiday campaign.