Introducing a new taste at Subway is always creatively exciting. The Ripe team were very eager to produce a campaign that screamed new taste but worked hard at dialling up the product personality. It’s not hard to have fun with a little Mexican Fiesta…and that’s exactly what we did in the studio.
The strategy behind this campaign was to call out and showcase the quality ingredients. A 15sec TVC packed full of extreme food close-ups was produced. Ingredients where choreographed to the sound of Mexican music concluding with the reveal of the NEW sub build.
Extensive traditional & digital outdoor together with high impact digital placement were used to extend the reach of NEW taste news. We also had lots of fun with Subway® social and owned assets.
Radio partnerships were utilised to generate further noise and trial through live reads and pre-recorded spots.
Video was used extensively on television, online channels and was also incorporated into specific outdoor placements. Some might like to call this good old fashions “food porn”.