Erwin Penland was seeking an advertising supported guerrilla strategy for new Firehouse Subs franchises. Our concept takes advantage of the restaurant's existing non profit organization, The Firehouse Subs Public Safety Foundation. We combined traditional declaratory stickers with the "Support the Troops" phenomenon.

These pieces, with sticker, are to be distributed by hand, and as free standing inserts. If the customer wears their sticker badge into a Firehouse Subs location, they receive a magnetic version for their car bumper.