At a time of year that traditionally sees aggressive retail offers from competitors, this campaign was an opportunity for Subway® to respond with a quality, quantity and taste proposition. The 6 week Chicken Favourite Footlongs campaign was designed to reinforce the brand values whilst delivering a “value” retail message positively distancing Subway® from loose change messaging.
The 30 sec and 15 sec TVC shows a day in the life of a committed Sandwich Artists. It shares the pride Subway® and their staff have in preparing and serving quality food made fresh. Television together with targeted digital placements and social media were used to drive awareness of the value proposition of Lunch Under $10 translating to an increase in store traffic. This was further supported with outdoor and radio activity in many local markets.
Once in store the campaign message was supported with complimenting point-of-sale. Creatively this material drew on the quality cues delivered in the TV whilst showcasing the range of subs available for lunch under $10.