ISLA is the new communications agency for Firehouse Subs, the U.S. sandwich chain that entered the Brazilian market in 2025 and currently operates more than 1,300 locations worldwide. The agency won the account following a competitive pitch, marking the beginning of a strategic partnership to lead the chain’s entire communications operation in Brazil.
“In our first year of operations, we achieved consistent results in terms of growth and customer satisfaction, preparing us for a new phase of brand acceleration. Choosing ISLA reflects our search for a partner capable of supporting us in building relevance, differentiation, and connections with fast-food consumers,” says Daniel Packness, CMO of Firehouse Subs Brazil.
The agency will oversee Firehouse Subs’ 360-degree communications, covering strategy, planning, creative, media, social media, content, influencers, trade marketing, and point-of-sale communications. The scope also includes other areas such as monitoring and community management, website support, and assistance with store-opening initiatives.
“This win represents exactly the kind of partnership we seek to build. Firehouse Subs is experiencing an important period of expansion in Brazil, and we will have the opportunity to support and develop its entire communications strategy while staying close to the client and having senior leadership involved at every stage. It is a project that brings together brand building, creativity, and business growth,” says Ricardo John, CEO of ISLA.
A new campaign for the brand is already in development and is scheduled to launch in the coming weeks. It will serve as the foundation for Firehouse Subs’ communications in 2026, with the goal of increasing brand awareness within the fast-food category and attracting new consumers to the brand.
