Scale & Co. Produces 'We're Built Different' Campaign for PrimoHoagies

Scale & Co. served as creative production partner on PrimoHoagies' brand campaign 'We're Built Different.' The work centers on the hoagie chain's owner and CEO to highlight premium craftsmanship and heritage.

The campaign marks a brand-level push for PrimoHoagies Franchising, which operates 100+ locations across the Mid-Atlantic and Southeast. Scale & Co. handled production on the effort, which positions the brand's founder-led story as differentiation in the fast-casual sandwich category.

The agency's work focuses on the founder narrative: using the CEO as the face of the campaign to communicate product quality and brand origin. The 'We're Built Different' positioning ties premium ingredients to ownership continuity, a common strategy for franchise brands competing against national chains.

Scale & Co. operates as a creative production partner, working with brands on campaign execution and content development. The PrimoHoagies work represents the agency's focus on founder-driven storytelling for regional and emerging franchise systems.

PrimoHoagies operates in a competitive fast-casual segment where brand differentiation relies on heritage narratives and quality positioning. The campaign's CEO-forward approach follows a pattern of franchise brands using founder visibility to communicate authenticity: a tactic that has proven effective for regional players competing for franchise development and customer loyalty.

The work launched across PrimoHoagies' brand channels. Scale & Co. has not disclosed additional campaign deliverables or media strategy details.