Our Work

Subway® Eat Well Go

Marketing Consultancy Branding Integrated Communications Strategy Video Production Outdoor Retail Instore Design Digital Strategy Online Promotion Social Media

The EAT well GO…campaign was a massive task undertaken by Ripe that repositioned the Subway® brand and helped to rebuild the brand love that exists in the marketplace for Subway® Restaurants in Australia and New Zealand. The campaign reminded people that by eating well, you will have more energy to get on and get the most out of life. And that Subway® fuels you with the energy you need to GO!

As far as fully integrated campaigns go, this one was a monster with the campaign being executed across video, Digital, Outdoor, Social, Promotion, Social Influencers, Radio and In-store including store redesigns. Using Mindsight, a leading global neuroscience tool from Sprout Research, this campaign was developed to delve deep into consumers’ emotional psyche, providing both an effective campaign and effective tools for further research into the Subway® audience.

BRANDING – VIDEO PRODUCTION

Shot across multiple picturesque locations in Australia and New Zealand this shoot was epic!

The campaign launched with a 60 second TVC, a 30 second TVC and then supported through online video with multiple 15 second spots.

DIGITAL ADVERTISING

The digital advertising strategy was to take viewers on a journey through the brand ‘story’ using smart retargeting techniques.

We also wanted to give the viewer an opportunity to explore different brand ‘stories’ depending on their interests so we built a rich high impact ad unit housing each extended brand story.

DIGITAL ASSETS

The user-generated content from the initial social media campaign influenced the evolution of the Eat Well Go webpages. A video of user generated content was created that brought together content from fans of Subway® from both the Australian and New Zealand audiences. This engaging and inspiring video formed the focal point of the Eat Well Go Landing Page. Surrounding this video is highlighted content and illustrative artwork created by the Ripe team, that all tie in with the new branding.

Subway Eat Well Go Outdoor

OUTDOOR

A national outdoor campaign utilising large format outdoor ads, along with extensive digital outdoor placements took the new brand position to the streets.

SOCIAL MEDIA

Keeping in mind the meaning of ‘Eat Well Go…’ and the role of our above the line activity, social media was the perfect place to really bring this to life.

Audience engagement was encouraged through a content driven social promotion where users were asked to submit a video or image on Instagram or Twitter with the hashtag ‘#EatWellGo’ with the promise of the best content winning $10,000 to go towards making their ultimate ‘Go’ come true!

Social Media for Subway Eat Well Go Campaign

 

 

 

 

 

 

 

 

SOCIAL INFLUENCERS

Reaching the younger, male skewed demographic is no easy task in this day and age. As such, the largest social influencer campaign Australia has ever seen formed part of this brand launch. Five different social media influencers helped spread the word of Eat Well Go across five weeks, starting with a video made by Australian basketball trickshot specialists How Ridiculous. Executing incredible basketball shots after eating Subway® demonstrated how Eating Well helped these men Go Higher.

Ripe’s strategic approach to repositioning the Subway® brand and the launch of the “Eat Well Go” communication platform, has been recognized globally, and improved the brand health of Subway®, starting them on a new brand journey for the future. It’s only the beginning of Subway’s rebranding process!