Sandwich chain Firehouse Subs announced today a complete overhaul of its ad agency roster, naming Omnicom’s PHD as its new media agency and Orchard as its new lead creative agency. 

Also new to the roster: Quality Meats (activations and partnerships), 500 Degrees (merchandising) Jones Knowles Ritchie (design) and ICR (public relations).  

The appointments follow a review managed by Select Resources International.  

The main incumbent was Dallas-based TRG, which parted ways with the client earlier this year.  

Firehouse, part of Restaurant Brands International, spent an estimated $33 million on measured media in 2023, according to agency research firm COMvergence. 

Dena von Werssowetz, CMO of Firehouse Subs, said, “We are at an exciting growth moment for the brand and the time is right for us to capitalize on our momentum to move to a multi-agency team of experts that bring the creative firepower, speed and agility our brand deserves now and in the future.” 

Founded in 1994, Firehouse subs now has more than 1,200 mostly franchised locations across 46 states, Canada and Puerto Rico.