SUBWAY introduces 'My Sub, My Way' strapline as part of new £2m advertising campaign
SUBWAY has unveiled new strapline ‘My Sub, My Way’ to promote its new range of Low Fat flatbreads as part of multi-channel marketing campaign launching today (Wednesday 1 May).
The £2m campaign from McCann London features a TV ad following the life of ordinary Keith who becomes empowered to make his own choices when he enters a SUBWAY for the first time. The creative aims to highlight the brand’s range of customisable flatbreads and subs.
The activity, which comprises of four weeks of national TV advertising and two weeks of OOH advertising, follows SUBWAY’s Famous Fan promotion last year starring Olympic gymnast Louis Smith and boxer Anthony Ogogo.
“We are extremely proud of our exciting product innovation programme and delighted to be adding another tasty, convenient option to our existing range of Low Fat Subs and salads. This new campaign aims to give consumers empowerment to customise their food at SUBWAY stores and enjoy their flatbreads, Subs and salads just the way they like them,” said head of marketing for the SUBWAY brand in the UK and Ireland, Manaaz Akhtar.
Digital activity, SUBCARD communications and a consumer PR campaign fronted by SUBWAY Famous Fan Holly Bleasdale will support the TV campaign.
Rob Doubal, co-president and chief creative officer at McCann London, commented: "My Sub, My Way is a great new campaign platform for SUBWAY to tell lovely stories of people's worlds being turned around by a Sub. The idea that a guy has never made a choice in his life until he decides what goes in his Sub made us smile.”
To promote the new flatbread range SUBWAY stores nationwide will be offering a new Tandoori Chicken flatbread with raita mint sauce for a limited six week promotional period while stocks last.
Content created with:
McCann London
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