Milio’s Sandwiches, a 46-store chain with locations in Wisconsin, Minnesota, Iowa and Nebraska, partnered with integrated agency Lindsay, Stone & Briggs, to champion the universal right to a decent sandwich. In a market cluttered with quick service restaurants owning the conversation around ingredients, speed of delivery and price, Milio’s wanted to establish the quality of its food and the in-store experience. Life isn’t without bumps, for anyone, and these ads speak to the universal truth of why, when life doesn’t turn out exactly as planned, a good meal is a justifiable reward.