Subway Series: The Dream Team of Subs

Silver Effie-winning Case Study

CASE SUMMARY

People didn’t see Subway as a brand worth craving. To combat this, Subway created a new line of sandwiches designed to satisfy food cravings. But simply introducing a new menu couldn’t change the engrained preconceptions of Subway. To drive consideration, we needed to get people to see Subway differently. By drawing parallels between cravings and fandom culture, our campaign sparked a +9.3% lift in the perception “has food I crave,” +25% lift in future consideration, and an +8.6% lift in sales achieving Subway’s highest averaged restaurant sales in 10 years.

THE CREATIVE STRATEGY

Challenge: On the brink of a new menu launch, people didn’t see Subway as a brand worth craving.

Insight: People come to love what they cheer for.

Strategic Idea/ Build: The Ultimate Dream Team of Subs

Bringing the Strategy and Idea To Life: For consumers to become fans of the new Subway Series menu, we launched each sub like a superstar athlete.

COMMUNICATIONS PLANNING

Built on the idea of “The Ultimate Dream Team of Subs”, all of our communications borrowed from the superstar athlete playbook. By treating our subs like stars – from a draft, to hype videos, to custom merch - we were able to give people something to cheer for - and crave.

Build the Team: The Sandwich Draft

Key Channels: PR, TV, Social