Demi Lovato Ushers in a Tangy Comeback as Jimmy John’s Revives Its Viral Picklewich Craze
Pop icon Demi Lovato has once again proven that she’s the queen of reinvention, and this time, it’s all about pickles.
The Grammy-nominated songster has teamed up with US sandwich chain Jimmy John’s to bring back the internet-breaking Picklewich, an addict- fave that formerly transported savorers into a full-on delirium.
Last time’s fix Tophet was indelible, and now it’s making a brickle comeback, with Lovato front and centre.
Known for her unapologetic stance and knack for viral moments, Lovato embodies the perfect blend of cheek and tone- mindfulness for a crusade that’s as cocky as it’s crave- good.
The “Heart Attack” hitmaker takes the spotlight in a brand-new digital campaign celebrating “pickle season”, where she nods to her past pop culture eras while championing her love of all things briny.
Lovato, who once named her dog Pickles, brings her signature humour and flair to the screen, and fans are absolutely loving it.
After its runaway success in 2023, Jimmy John’s Picklewich is back, and this time, it’s bigger, crunchier, and tangier than ever. The twist? Instead of bread, the sandwich is built between two massive, juicy pickles.
The revived lineup includes six crowd-pleasers: Vito, Turkey, Ham, Roast Beef, Tuna, and Veggie, each delivering that unmistakable tang that drove social media wild last year.
But the American sandwich giant isn’t stopping at nostalgia.
To match the hype, Jimmy John’s is rolling out a trio of pickle-loaded treats that go far beyond the bun.
Fans can now dip into the new Pickle Ranch, a creamy, zesty sauce with a sharp, briny twist, or crunch their way through the returning Pickle Jimmy Chips.
For the truly devoted, there’s the Triple Pickle Meal, a full-blown pickle experience featuring your choice of Picklewich, chips, and Pickle Ranch, all in one bold bite.
“Jimmy John’s fans are freaks for our Jimmy Pickles, and last year, the Picklewich took the internet by storm,” said Kate Carpenter, Vice President of Marketing at Jimmy John’s.
“This year, we wanted to give our devoted pickle fans even more to celebrate.”
Loyal fans are in for a treat. Jimmy John’s will open the doors early to its JJ Rewards members during a special Pickle Freak Weekend, running from 24–26 October.
Those lucky enough to be signed up will get first dibs on the full pickle range before it hits nationwide menus on 27 October.
“With six Picklewich options, Pickle Ranch, Pickle Jimmy Chips, and the Triple Pickle, we’ve created a pickle-lover’s dream that delivers bold, signature flavours that only Jimmy John’s could deliver,” Carpenter added.
Anyone not yet part of the loyalty scheme can still join online or via the official Jimmy John’s app, because when pickle season rolls in, you won’t want to be the one left out.
For Demi Lovato, this campaign isn’t just a quirky food collab; it’s a playful reflection of her ongoing ability to evolve and surprise.
From rock anthems to self-empowerment ballads, Lovato has never shied away from embracing what she loves, and right now, that love is pickles.
In the upbeat promo, she leans into her humour and confidence, celebrating both her personal growth and the cult sandwich’s sensational return. It’s fun. It’s bold. It’s pure Lovato energy.
The limited-edition Picklewich lineup officially lands at participating Jimmy John’s stores across the US on 27 October, available for a short time only.
Fans can grab theirs in-store, online, or through the app, though with buzz this loud, they’d better move fast.
With Demi Lovato leading the charge and pickle fever sweeping the States once more, Jimmy John’s has managed to bottle lightning twice.
Briny, crunchy, and brilliantly unorthodox, this comeback proves one thing: in 2025, it’s officially pickle season again.
