Winter comes around and consumers are looking for a big hearty, warm eat. Traditionally, this has been a challenge for Subway® but the team at Ripe considered this challenge an opportunity to hero a brand new sub, perfect for this time of the year. The limited time only, Golden Herb Schnitzel and slaw sub.
The creative idea was to visually call out comforting warm cues in stark contrast to a cold and chilly winter scene. The 30sec TVC set in a winter landscape, shows our hero character being magically transported to his warm and happy place with every mouthful of the great tasting new sub. The campaign also included 2 x 15sec TVCs to ensure media efficiencies were achieved without campaign fatigue.
Multiple digital placements and social media were also used to extend the reach of the campaign together with a combination of pre-recorded and live read radio executions.